The latest influencer brand doesn't include a single eye shadow palette — rather, it's a clean hair-care line targeted at Millennial moms.
Mindy McKnight, founder of the YouTube channel CuteGirlsHairstyles and mother to twin-fluencers Brooklyn and Bailey McKnight, has partnered with Maesa to develop Hairitage by Mindy. Billed as cruelty-free and vegan, the line is set to launch in January into nearly all of Walmart's doors. McKnight and Maesa would not discuss specific financial figures, but industry sources expect the line to be big, estimating it could do $40 million to $50 million in retail sales in its first year on shelves.
McKnight is both a mom to influencers and an influencer herself — her YouTube channel featuring how-to's on kids hairstyles has 5.6 million subscribers. She is also something of an expert on styling different hair textures — while her biological children are white, two of McKnight's adopted children (she has six altogether) are black, and McKnight's channel serves as a resource for styling textured hair as well.
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Keeping color treated hair safe is a huge priority of #HairitageByMindy which is why all of our products are #ColorSafe! After investing time and money at your local salon we want to help you keep your hair fresh, vibrant, and healthy with #HairitageByMindy ? Exclusively available @walmart ?? P.S. After the success of last month’s iPhone 11 giveaways we just had to do it again this month! Check out both @mindymcknight and @brooklynandbailey for the TWO iPhone 11 December giveaways!! ???
With Hairitage, McKnight wanted to create a line where the products could all work for and were marketed to people of all different hair textures, rather than asking consumers to purchase separate products.
"My family is obviously diverse and very representative of what the new Millennial looks like — we don't all have the same hair type and we want things that feel inclusive," McKnight said. "For me as a mom, I had to go into the store and shop many lines and aisles, looking for natural products that would work on my hair . It was a mixed up shopping experience."
With McKnight, Maesa's chief marketing officer Scott Oshry saw an opportunity to target an underserved market, the aging Millennial who is starting a family. "It's interesting that a lot of people aren't focusing on ," Oshry said. "With Mindy's guidance, relevant to where the market is now and relevant to where the market is going in the next seven years."
Hairitage is launching with 16 stockkeeping units priced at $7.94 each. The formulas are developed with natural and ingredients and considered clean, and the packaging was developed as sustainably as possible, Oshry said.
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We are proud to share that #HairitageByMindy will be launching with a major packaging innovation that is going to shorten the end of life cycle for our plastic bottles and jars?? We all know single use plastic is a massive problem and as a mom of six it is important to @mindymcknight that we all try and leave this planet better than how we found it! More details to come! ?? Exclusively available @walmart Jan 2020!
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