This month, Hairitage launched on Walmart.ca and in 362 (of the 408) Walmart brick-and-mortar stores in Canada as well. The brand is designed as an affordable option for families with different hair textures and patterns.
“I'm a believer in inclusivity and accessibility. Raising children with a diverse range of hair types and textures, I've had first-hand experience with the lack of accessible, affordable and effective products for families,” says brand Founder Mindy McKnight in her remarks to the press.
“This brand is close to my heart,” she adds, “and I cannot wait to share Hairitage with Canadians.”
The Maesa product development and manufacturing team is behind Hairitage by Mindy
Maesa describes itself as a beauty incubator and has created brands including the hair care and scalp care brand TPH (from Taraji P Henson), Drew Barrymore’s makeup brand Flower, Kristin Ess Hair (from stylist and colorist Kriten Ess), and now Hairitage by Mindy.
The company also have numerous private label customers and does category management, production, market insights, and animation strategy work for the likes of Avon, Becca, Elizabeth Arden, Mary Kay, Oribe, Phlur, fashion retail partners; mass retailers like Walmart, Target, and CVS; and specialty beauty retailers such as Douglas, Marionnaud, Sally Beauty, Sephora, and Ulta.
Hairitage by Mindy to more than triple SKU count in 2021
The Hairitage brand launched with just 16 products. But as Priya Rao recently reported for Glossy.com, the brand will soon have 65 products in its portfolio, including hair tools and accessories.
Walmart Canada is, according to a recent press releass, now retailing the following 16 Hairitage products:
- Double Down Co-Wash
- Outta My Hair Gentle Daily Shampoo
- Held High Volume Conditioner
- Tame The Mane Smoothing Conditioner
- SOS Deep Moisture + Restore Conditioner
- Color Check Color Care Shampoo
- Color Check Color Care Conditioner
- Pass On The Brass Purple Shampoo
- Light As A Feather Leave-In Conditioner
- Strength Training Leave-In Conditioner Pudding
- Mask-querade Transforming Hair Mask
- Smooth It Over With Argan Oil Elixir
- An Apple A Day ACV Hair Rinse
- Lazy Day Dry Shampoo
- Ahead Of The Curl! Curl Crème
- Magic Dust Texturizing Powder
The brand has done well thus far. And the online community that McKnight has built over the past nearly 20 years. She began blogging about hair in 2001, launched the Cute Girls Hairstyles YouTube channel in 2009, and is now the number one mom on the popular video sharing platform, and in the top 25 women in YouTube. Her Cute Girls Hairstyles channel currently has more than 5.6 million followers.
In Canada, Hairitage products all retail for $11.97 CAD. And Rao’s article cites industry sources as saying “Hairitage did $30 million at retail in its first year and is expected to double to $60 million in 2021.”