Underlining

??#Freewill, a #haircare collaboration between Underlining and Sally Beauty, taps into the #haircycling trend to provide consumers with customizable at-home #hair rituals that can evolve with the seasons and shoppers' circumstances. ??“Continuing to expand in the beauty industry has been an exciting process following our success with Nailboo and the rise of at-home #beauty,” says Razvan Romanescu, CEO and co-founder of Underlining. “We’re confident that there is appetite for salon-quality products that give the customer the autonomy to customize their hair care routine depending on their personal hair journey. Developing Freewill in partnership with Sally Beauty has truly been an honor and we can’t wait for everyone to join the hair cycling revolution.”?? ??“At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines,” says Maryann Herskowitz, group vice president of Sally Beauty merchandising. “As hair cycling continues to gain popularity, we are proud to be the exclusive retailer for such an innovative product for all hair types and textures.”?? ??Get the full story here: https://lnkd.in/gceCHuQe

Underlining and Sally Beauty Launch Freewill: Customizable Haircare for Every Hair Type Learn more & get our take ?? https://lnkd.in/guHm6M_Y "Continuing to expand in the beauty industry has been an exciting process following our success with Nailboo and the rise of at-home beauty. We’re confident that there is appetite for salon-quality products that give the customer the autonomy to customize their haircare routine depending on their personal hair journey. Developing Freewill in partnership with Sally Beauty has truly been an honor and we can’t wait for everyone to join the hair cycling revolution.” — Razvan Romanescu, CEO and Co-Founder at Underlining “At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines. As hair cycling continues to gain popularity, we are proud to be the exclusive retailer for such an innovative product for all hair types and textures.” — Maryann Herskowitz, Group Vice President at Sally Beauty Merchandising #hair #beauty #SoRNews

Beauty Independent spoke with Razvan Romanescu, co-founder and CEO of Underlining, and Maryann Herskowitz, Group Vice President of Merchandising at Sally Beauty, about Freewill, the latest hair cycling-focused brand to exclusively hit Sally Beauty’s shelves.? “As the leader in professional hair color and care, it is our mission to ensure we address consumers’ ever-evolving hair care needs,” says Maryann Herskowitz, group vice president of merchandising for Sally Beauty. “Co-developed between Sally Beauty and Underlining, Freewill is revolutionizing hair cycling for all hair types and textures. We are proud to provide access to this innovative product line as the exclusive retailer.” Read more about the partnership and launch of Freewill: https://lnkd.in/gpt3GfkE

Thank you Forbes for featuring Freewill and discussing the future of haircare.

Thank you Forbes for featuring Freewill and discussing the future of haircare.

Stay tuned! We have some amazing celebrity partners involved in our launch and brand. HollywoodLife.com is going to have a blast covering this one.

The press on Freewill and our recent partnership with Sally Beauty keeps on rolling in! Thank you Bustle.

Great coverage from NYLON magazine on our Freewill partnership with Sally Beauty. Future is bright!

We're thrilled to unveil our latest venture, FREEWILL haircare, launching across 3.000 Sally Beauty stores nationwide! Our commitment to pioneering new beauty solutions shines with FREEWILL, the first-ever brand tailored for Hair cycling—a revolutionary approach to achieving healthier hair and scalp. The unwavering dedication of both our UNDERLINING and the SALLY haircare team has been essential in accelerating this project from idea to launch in record time. A heartfelt thank you goes to our remarkable partners, Maryann Herskowitz, Renee Simpson, Natalie Harewood, Jenny Grizzelle, Ilkin Rosendahl and everyone at Sally Beauty for their invaluable contribution to shaping this brand. Keep an eye out for our upcoming world-class campaign or find us on www.freewillhair.com or in every Sally Beauty store nation wide! #freewill #innovation #haircare #sally #underlining #fmcg #beauty

We couldn’t be more excited to announce our continued partnership and expansion with Walmart. Our team is proud to say Nailboo and Walmart share the same values when it comes to giving customers the highest quality goods at affordable prices! We’re just getting started on our mission to become the most iconic and enduring Nailcare brand the market has seen! Very proud of our team and excited for the future!