Florida salon owner Jodi Dery makes a bold move in to personalized hair care

By Deanna Utroske

- Last updated on GMT

Related tags Hair care Hair conditioner Brand management

image courtesy of Cloud 10 Hair Care
image courtesy of Cloud 10 Hair Care
New beauty and personal care brands regularly gain market entry by winning at the latest consumer trend. This is precisely what Cloud 10 Hair Care is aiming to do with its debut product line, which promises to be fully customizable as well as both fun and effective enough for millennial consumers.  

“Customization is a key trend in today's retail landscape, and Cloud 10 Hair Care believes that shampoo and conditioner should be no exception,”​ acknowledges Joe Segel of ProfilePro, who’s also co-CEO of Cloud 10 Hair Care.


Jodi Dery owns and operates Cloud 10 salons, one in Boca Raton and one in Delray Beach. For her new hair care venture, Dery has teamed up with the multichannel brand development company ProfilePro. The deal has two of that company’s leaders at the helm of Cloud 10 Hair Care, Segal and Ellen Langas.

As Langas explains it in a media release announcing the new brand, “Cloud 10 Hair Care is the ideal union of beauty, technology, and community, and it was designed with the discerning Millennial customer in mind.”

“We've created a streamlined online shopping destination that helps her cut through the clutter and discover her ideal shampoo and conditioner formulas. At the same time, we're creating a fun, connected social community to share hair care tips, style ideas and inspiration,”​ says Langas.

Data and insights

When Dery realized how often her stylists at Could 10 were blending shampoos and conditioners “to satisfy the unique hair care needs of individual clients”​ (as the release describes it), she was inspired to build a better hair brand.

Before launching Cloud 10 Hair Care, Dery and the team at ProfilePro did a bit of research to determine how knowledgeable and interested consumers really are about customized hair care. 77% of women survey respondents said that they would rather buy shampoo and conditioner customized to achieve their personal hair goals.

What’s in the bottle

The direct-to-consumer product is available online through the brand's own interactive site. And, the company is reportedly in talks with retail partners to better reach the millennial consumers.

All told, there are 165 different product formulas available. Which one a customer receives is determined by the replies they give during “a uniquely whimsical online experience that guides them through a short series of questions to help them identify their specific hair care needs,”​ explains the release.

Once matched with a formula, the customer can choose from five scents, opt for “light or luxurious lather,” ​and pick a label that will be personalized with their own name.  

Originitalia Labs, a personal care and cosmetics manufacturer based in Italy, is making the product for Cloud 10. And all the brand’s products are in-line with current ingredient trends: sulfate free, paraben free, cruelty free, and reportedly “safe for chemically treated hair.”

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