Koils by Nature expands beyond the beauty supply channel, thanks to a deal with Target stores

By Deanna Utroske

- Last updated on GMT

Related tags Cosmetics Hair

image courtesy of the brand
image courtesy of the brand
As of this week, the hair care brand led by Pamela J. Booker is retailing in select Target locations. The distribution deal is just one more example of how personal care and cosmetics vendors and brands alike are making changes to serve a more diverse consumer base.

Pamela J. Booker founded Koils by Nature in 2009 as a collection of hair products formulated for natural hair with natural ingredients. “Nature is in our name, because we carefully select ingredients you can actually find in nature. It’s not just a tagline,”​ explains Booker in a press release about the brand’s launch in Target stores.  

Retail channels

Until now, Koils by Nature has been available only via ecommerce and in the beauty supply channel. The business intelligence provider IBIS defines beauty supply stores as “specialty beauty shops, which distribute either professional- or consumer-marketed cosmetics, hair, nail and skin care product.”

Having a shelf presence in a popular mass-market retail chain like Target means Koils by Nature will be available to more consumers than ever before—millions more, according to the brand’s press release.

“The natural hair care industry is extremely competitive, so we’re proud that we’re able to continue growing our footprint,”​ Booker tells the press. “While we’re currently in 600 beauty supply stores and customers can buy online, we’re excited to offer another, convenient way for them to get the products they love at their local Target store.”

And she goes on to emphasize that “we’ve been very intentional about our growth and our assortment of products.” ​ Now, as of Sunday, Koils by nature is available in nearly 50 Target stores across the US.

Hair care and styling

The number of Black women wearing their hair natural is on the rise, according to Nielsen data shared in the brand’s press release.  And of those consumers wearing their hair natural, some “46 percent of them use natural or organic beauty products often.”

For now, select Target stores will be stocking the most popular Koils of Nature products.  Those hair care and styling products include the brand’s Moisturizing Shealoe Leave-In Conditioner, Ultra-Moisturizing CocoAloe Deep Conditioner, Refreshing Anti-Dandruff Tea Tree Mint Cleanser, and Herbal Curl Defining Gel.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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