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Brief Published: 31 Jan 2017

Budget Hair Range Redefines Luxury

Celebrity hair stylist Kristin Ess launches budget product

Celebrity hairstylist Kristin Ess has launched an eponymous new budget haircare and styling range at Target that trades on honest pricing to compete with the luxury hair product market.

Ess, who co-founded beauty review and tutorial site The Beauty Department, is tapping into the runaway success of Ouai, a luxury range launched by famed celebrity hairstylist Jen Atkin, but with a more accessible price point.

Each product in the 15-piece, cruelty-free line contains a newly formulated strengthening complex called Zip-Up, which combines Kerabead microcapsules and conditioning ingredients like chia seeds, pea protein and marine algae to help strengthen hair and protect it from damage. None of the products are priced at higher than $14.

Ess says that she created the collection based on her requirements as a stylist and the needs of her clients. “There is so much amazing product out there, but each brand only has a couple of hero products to me,” she told Target. “I've never found one line that has everything I need for that modern, perfectly imperfect hair.”

The range follows in the footsteps of pioneering new beauty brands such as The Ordinary, and Beauty Pie in the UK, which operate with an honest policy and offer buyers beauty products at their true cost. “The products perform at a very high level for what they cost. I would stand these up against any high-end brand with confidence,” asserts Ess.