Hairstory is a labor of love – for our team, hundreds of our hairdressers, and thousands of our loyal customers. All of you have been incredibly patient as we’ve navigated the company through a year of expansion (complete with growing pains) and new beginnings.
It turns out there is a cleansing/conditioning continuum, and New Wash lives right between the two. We decided to launch two new versions of New Wash, one that cleanses a bit more (and thereby conditions a bit less) and one that conditions a bit more (and therefore cleans a bit less). Thus, New Wash (Deep) and (Rich) were born.
Two years in, many of our hairdressers were clamoring for us to round out our hairdresser toolkit, so they could abandon shampoo entirely and embrace Hairstory exclusively. Powder, Lift and Wax all came to life within a few months over the summer, and right off the bat, it was clear we had some new heroes.
We launched the Hairstory Brush this Fall, and it was an instant hit, helping New Wash do its magic for new customers. People who buy the brush have a very high probability of quitting shampoo for good, especially if they embark on their journey with one of our new Starter Kits (runaway hits!).
Over 100,000 people have now tried New Wash (in one form or another). Many of these were introduced to our brand by our (almost) 1,000 active salons and hairdressers – passionate, hardworking entrepreneurs who believe in our mission.
We like to say that we are “helping people rethink everything about hair in a world where the old rules no longer apply.” We are rethinking how people clean their hair, and we are rethinking how salons and hairdressers sell products to their clients. We are also rethinking what it means to be a sustainable business – from the ingredients in our products (New Wash is biodegradable) to the footprint of our packaging (50% of sales are refill pouches). But just as important, we are focused on creating a business that can self-sustain and nurture its constituents – customers, employees, owners – far into the future.
Building this business sustainably is important because we are asking all of you to do something you’ve never done before: change one of the most basic aspects of your regular routine – cleaning your hair. And if we’re going to ask you to make such a fundamental change in your behavior, we better be damn sure we’re able to support you going forward. That’s our commitment to you, to our employees and to ourselves.
That said, we have some pretty exciting plans for 2019, and we expect there will be more growth in our near future. For the hairdresser community – including the nine amazing hairdressers who make Hairstory Studio New York their home – new technology tools will support their careers and help them achieve their professional goals. And we will build on the first round of amazing education programs we hosted here at the Studio. For our customers, new programs will help anyone quit shampoo affordably and sustainably, and make their hair story a love story.
We may not appeal to everyone, and we may not convince the whole world to quit shampoo (although we now ship locally in Europe and Australia). But if what we do resonates, we’re always happy to hear from you. Some of our best innovations (like the Brush) came from customers and hairdressers. We are all on this journey together.
Eli Halliwell, CEO