Dive Brief:
- Personal care brand Native announced Monday that it is releasing its first hair care line in a move that follows other digital-first companies in expanding into new categories.
- The new collection became available exclusively at Target stores nationwide on Monday, the company said in a release. It includes shampoo, conditioner and hair masks.
- Native said the new line's production happened as a result of a community request for "natural and trusted" hair product options. The company chose the scents based on the brand's most popular deodorant products.
Dive Insight:
As with many DTC brands, Native is broadening its product selections. Expanding into new categories is a growing trend among e-commerce brands, as is partnering with big-box retailers to make products available in physical stores.
Just last month, beauty company Ipsy announced the launch of its new self-care brand called Refreshments and sock brand Bombas said it would start selling underwear. Retailers like Target, Walmart and Nordstrom have formed partnerships with DTC companies such as Quip, Casper and Harry's to drive sales and brand visibility.
DTC brands may want to take advantage of entering new markets as old players face criticism and struggle to get up to speed with changes in consumer behavior. Consumer interest in natural and sustainable products in many categories, including personal care and beauty, has grown in recent years. Retailers ranging from Sephora and Neiman Marcus to Walmart and Target have expanded their assortment of clean ingredient brands.
Exploring new initiatives may help brands keep the new customers they acquired as the pandemic and lockdowns drove up e-commerce sales in the industry. As a result of mandated measures and other pandemic impacts that pushed consumers online, eMarketer projected a 32.4% year-over-year rise in retail e-commerce sales in 2020.
In its release, Native said the products in the new collection are made from 10 or less "good-for-you ingredients that you can pronounce and understand." The line comes in three variations: Coconut & Vanilla Moisturizing, Cucumber & Mint Volumizing and Almond & Shea Butter Strengthening.
