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  • Untangled Newsletter | Swipe Right on Haircare’s Hottest Brands 🔥

Untangled Newsletter | Swipe Right on Haircare’s Hottest Brands 🔥

PLUS: Reverie's Strategic Affiliate Innovations

Author

Zihan Lyu
February 12, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.

Sector Spotlight 🎥

HAIRCARE INDUSTRY

RŌZ, a rising haircare brand, quickly gained momentum following its 2021 launch. It has attracted A-list clients and significant investors, transitioning from direct-to-consumer to Sephora. Founded by Mara Roszak, RŌZ offers versatile, botanically-based products that appeal to diverse hair types, aiming to simplify and enhance natural beauty.

STRATEGIC BRAND EXPANSION

Reverie has strategically harnessed affiliate marketing, with a focus on hairstylists. Without external funding, Reverie's method emphasizes quality products and genuine alliances. Through expertly educated stylists, the brand ensures expansive reach—demonstrating a cutting-edge, strategic marketing model ideal for the haircare industry.

HAIRCARE INNOVATION

Kristin Ess Hair introduces the Hair Artistry Team, collaborating with seven influential female stylists to enhance brand innovation and empowerment. This initiative emphasizes beauty and expertise, aligning with Kristin Ess Hair's commitment to strategic growth in the haircare industry, targeting both loyal followers and new hair enthusiasts.

BEAUTY RETAIL EXPANSION

EvaAvo, a Latina-founded haircare brand leveraging avocado oil, is significantly expanding into major retailers like Target, CVS, and Walmart. Initially launched online in 2023, the brand focuses on catering to Latinas with products for curly hair. EvaAvo aims to dominate the U.S. Latinx beauty market.

Influencer Corner 📣

How real-world data drives brand advocacy

The best marketing connects, educates, and drives action. These campaigns prove it:
🔹 Heinz tapped into Dutch food culture with ketchup-flavored sprinkles, turning local insights into innovation.
🔹 IKEA reimagined its iconic bag to promote sleep health in Singapore, aligning product with purpose.
🔹 LinkedIn x UEFA made female role models visible, proving that representation drives change.
🔹 Malibu tackled alcohol-related drownings, using Tom Daley’s influence to turn awareness into action.
Understand your audience, tap into their reality, and create emotional connections. That’s how you build advocacy.

Lara Acosta on LinkedIn: My most important personal brand rule: tell your story.

People don’t just buy products—they buy from people they relate to or aspire to be like. That’s why storytelling isn’t just a personal brand strategy—it’s a playbook for businesses too.
Educational content earns trust, but stories of transformation, lessons, and values build connection. Consumers care about what a brand stands for, not just what it sells.
Brand story is your differentiator, and tell it.

Performance Pulse 📈

MARKETING CAMPAIGNS

Valentine’s Day marketing isn’t what it used to be. This year, brands ditched clichés and delivered campaigns that sparked conversations—some through cultural influence, others by flipping the holiday on its head.

From SKIMS tapping into the power of fandoms to LEGO redefining Valentine’s gifting, and even brands like Publix celebrating love beyond romance, these campaigns prove that standing out requires more than heart-shaped products.

ClickZ breaks down the smartest Valentine’s Day strategies, including the rise of Anti-Valentine’s campaigns and last-minute marketing tactics that still drive results. Which brands nailed it? Let’s dive in.

DIGITAL CREATOR STRATEGIES

Brands are leveraging episodic partnerships with creators to target younger audiences effectively. These long-term collaborations enable cost efficiencies, consistent content, and sustained engagement. By integrating creators into series, marketers enhance storytelling and audience connection, ensuring strategic advantages over one-off posts.


DIGITAL MARKETING

Focus drives impact in 2025 marketing, with key channels like SEO, events, social media, and paid search leading. Reduce low-impact tactics, emphasize high-ROI programs. AI use is growing but must be strategic. Align GTM goals with pipeline creation, not MQLs, for effective marketing leadership.

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