Dive Brief:
- Skin care brand Curology has expanded into hair care with the launch of Hair Formula RX, a personalized prescription hair growth treatment.
- The product, which contains ingredients that could help hair regrow in three months, contains higher strengths of minoxidil than what's available over the counter, according to a company press release.
- To coincide with the hair care launch, Curology is running a 360 integrated campaign called “Follicle Fitness,” which focuses on educating consumers about hair loss. The 1980s workout-inspired campaign aims to destigmatize hair loss and was created with creative agency Territorial.
Dive Insight:
Curology’s launch into hair care comes as the category, particularly products targeting hair loss, becomes a focus point for DTC brands. Companies like Hims & Hers have also ventured into hair loss, with that company bringing its hair care products to Walmart in 2022.
Consumers interested in Curology’s new hair care products are asked to take a questionnaire on the brand’s website, upload photos of their scalp, and share concerns and goals to help its in-house licensed dermatology providers determine the right prescription for them. Subscriptions start at $89.90 every two months, per the company.
"At Curology, we believe the scalp is an extension of our skin, and that healthy hair starts with a healthy scalp,” Curology CEO Heather Wallace said in a statement. “As experts in skin, our own licensed dermatology providers are specially trained to treat hair loss. We wanted to find a solution that works by leveraging our core strengths of compounding multiple ingredients, using dermatology providers to diagnose via telehealth, and prescribing a personalized formula designed to target our patients' specific goals."
The launch into hair care comes at a time of growth for Curology, including by expanding its channel distribution. The company launched at Target in 2022 and on Amazon with 18 non-RX products in December. Curology in 2022 said that it reached profitability and projected revenues exceeding $200 million for that year, representing a 75% compound annual growth rate over the past five years.
