Photos – courtesy of being ©
The creators of MONDAY Haircare and Osāna Naturals are thrilled to introduce being: a collection of moisture-rich shampoos, conditioners, and treatments celebrating all hair types. Available exclusively at Walmart, being is the first mass retailer brand in the US that caters to all hair textures and needs in one place, at an accessible price.
Many people are dissatisfied with current hair care options or unsure which products suit their needs. An independent study revealed over half of those surveyed couldn’t identify their hair type, and 79% struggled to find products tailored for them.*
being addresses this issue with formulas designed for all hair types, from curly and coarse to fine and flat. Selected for Walmart Start, a beauty brand accelerator program, being is set for success.
The brand offers customized formulations for hair types 1a to 4c, featuring naturally derived, high-performing ingredients that are gentle on hair and the planet. All products are cruelty-free and Leaping Bunny approved.
being was developed with trichologists and an advisory board including beauty expert Akili King, celebrity hairstylist Alyx Liu, journalist Emily Flores, and beauty creator Shahd Batal. Celebrity hairstylist Sky Kim also contributed to the brand campaign.
being is the latest venture from Jaimee Lupton, an Auckland-based beauty entrepreneur. She launched MONDAY Haircare in February 2020 to make premium hair care more accessible. MONDAY has since won numerous beauty awards, is available in over 100 retailers across 65,000 locations in nearly 40 countries, and is the #1 haircare brand on TikTok.
*From a consumer perception study of 4,264 respondents.
