Sally Beauty has announced the launch of its Freewill brand, crafted to optimize “hair cycling,” or personalized rotation of products among various categories in hair care.
The beauty distributor and retailer partnered with product incubator company Underlining to create the Freewill brand, which brings a customized regimen to the practice of hair-product rotation.
Freewill launched with 32 products that fit its “Mindful at Sally” sustainability criteria in the $17-$23 price range. The products are vegan, cruelty free, and made without parabens, sulfates, and phthalates.
Categories include Scalp & Detox, Volume Boost, Smooth & Sleek, Restorative Repair, Curls & Coils, Color Preserve, and Blonde Preserve.
Shoppers create their customized routine via Freewill’s online Hair Routine Quiz, which seeks information about scalp health, hair texture, chemical treatments, and more. Regimens include information on adjusting products for seasonal and environmental changes.