Mana believes it’s filling a whitespace in the beauty market. The first products from Hush are “DIY haircolor products formulated to achieve the same instant gratification for your hair that makeup delivers for your face. After all, why should your face have all the fun?” asks the company in a media release about the launch.
Private label manufacturers have a distinct perspective on the beauty world. One that Mana is leveraging to prove its new makeup-for-hair concept. “Mana is known for making products for some of the world's biggest beauty brands. This gives us a unique insight into what people want but are unable to find on shelves,” explains Emma Froelich-Shea, general manager for Mana Brands, in the release announcing Hush.
“We know that DIY dominates today's beauty landscape and that consumers are looking for Insta-worthy ways to express themselves,” she says. “With Hush, these hair-transforming results are within reach.”
Color for hair, not hair color
The brand’s first two products are Prism Airbrush Spray and Fill Seeker Hair Plumping Fibers.
The former is available at Sephora and on the retailer’s ecommerce site too. Prism Airbrush Spray is temporary color (like makeup) and comes in seven shades.
The Hair Plumping Fibers is being sold both on Sephora’s site and on QVC. The fibers product is formulated to “instantly hug every strand with magnetically charged micro-fibers for instantly fuller, plumped up hair - increasing strand diameter by up to 33.8%,” according to the release.
“At Mana, we pride ourselves in being the color experts – with three of our four labs devoted to manufacturing color cosmetics. Through our experience, we saw a void in the market; we saw a lot of makeup products being remarketed as hair products but never saw true color cosmetics for hair,” Victoria Colangelo, senior vice president of product development at Mana, tells the press. “We leveraged our know-how in color cosmetics and challenged our labs and salons to innovate, validate, and test new chemistries to create this concept of makeup for your hair.”
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.