Hair care brand Glaze inks wholesale partnership with Target

Dive Brief:

U.K. DTC hair brand Glaze has launched at 354 U.S. Target stores nationwide and on the mass merchant’s website, per a release sent to Retail Dive.
A subsidiary of Waldencast Ventures, Glaze represents one of the company’s incubated brands and took 18 months to develop. The brand launched in the fall of 2021, the company said in an email.
Products, which entered Target in late February, include the SuperGloss conditioning gloss, which costs $18, and a GlaziPlex 4-in-1 super bond repair treatment, which costs $22. The retailer will carry five of the brand’s SKUs in stores and 16 online.

Dive Insight:

The partnership with Target allows U.K.-based Glaze to expand its footprint in North America.

“At Glaze we are all about providing accessible, easy-to-use, high-performance products with head-turning hair results,” Dani Viloria, Waldencast Brands chief business officer, said in a statement. “We are so excited to be launching with Target, a retail partner who shares our vision to help U.S. consumers nationwide achieve salon-worthy results right from their own shower.”

Glaze describes its gloss as a tinted moisturizer for hair, and it’s formulated to condition, care, hydrate and repair. The gloss comes in 16 shades, five of which will be available in Target’s stores.

This partnership also signals an ongoing commitment from Target to expand its beauty offerings and broaden its reach. Target has brought on a number of brands, like Function of Beauty, as well as formed a partnership with Ulta Beauty in order to grow its assortment in the category. Glaze said it’s targeted toward millennials and Gen Z, aged 18 to 35.

“Hair is the No. 1 beauty category, the most emotional category for most consumers but also the one with the highest dissatisfaction, often viewed as over promising, complicated, fussy and expensive,” Hind Sebti, founder and chief growth officer of Waldencast, said in an email. “So we created Glaze to solve this unmet need and give our consumers gorgeously glossy, effortless salon worthy, head turning hair.”

Waldencast Ventures was founded in 2019 by beauty industry veterans Sebti and Michel Brousset to incubate and develop emerging brands. Waldencast plc was created in 2022 through the business combination of beauty brands Milk Makeup and Obagi.

Waldencast last month formed a creative council aimed at identifying and acting on industry trends in order to continue to meet the needs of its customers.