RevitaLash brand expands into hair care

09-Jul-2018 - Last updated on 09-Jul-2018 at 16:33 GMT

image courtesy of the brand

This month, the 12-year-old lash and brow conditioner brand announced a line extension into hair care, launching three volumizing products formulated for fine and thinning hair.

RevitaLash is based in Ventura, California; and according to the online brand origin story, came in to being when Dr. Michael Brinkenhoff developed a lash conditioning serum for Gayle (his wife) who was, at the time, undergoing treatment for cancer.

Since 2006, the brand has grown to include both brow and lash conditioners, primers and color products, a micellar water lash wash, tweezers, and more.

Moving into hair care just make sense, as Brinkenhoff tells the press in a release announcing the new RevitaLash products: “Hair care products with a purpose are a seamless fit into our existing lash and brow portfolio.”

“We were devoted to finding the very best way to deliver the results that we see with our existing products to the fine and thinning hair category to instill and inspire confidence,” he adds.

Hair care collection

The new hair care products are intended for use on fine or thinning hair and promise to “[revive] strands that have been compromised due to over-processing and/or chemical and environmental stressors,” according to the press release.

The line comprises RevitaLash Cosmetics Thickening Shampoo, RevitaLash Cosmetics Thickening Conditioner, and RevitaLash Cosmetics Hair Volume Enhancing Foam. And all three are being marketed to both women and men.

The volume enhancing foam is formulated with BioPeptin Complex—the same hero ingredient featured in RevitaLash Advanced Eyelash Conditioner (a product which isn’t sold in California for legal reasons).

The complex “is proven to boost the vitality of hair, improve elasticity to help combat breakage, and aid in conditioning,” according to the brand. “In a recent consumer study, 94% of respondents experienced healthier, fuller-looking hair after just 8 weeks,” notes the press release.

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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.