Dive Brief:
- Adding another company to its retail distribution lineup, athleisure hair care brand Sunday II Sunday will now sell on SoulCycle’s online store and its seasonal outdoor Bridgehampton studio, according to a Thursday press release.
- SoulCycle will sell Sunday II Sunday’s essential oils, and its “Signature Collection,” which includes Root Refresh Micellar Rinse, Revive Me Daily Moisturizing Spray, Soothe Me Daily Scalp Serum and Edge Flourish Daily Nourishing Serum, according to the announcement.
- The collaboration with SoulCycle is Sunday II Sunday’s first partnership with a fitness studio, per the press release.
Dive Insight:
By signing a wholesale deal with popular fitness studio SoulCycle, Sunday II Sunday is hoping to reach consumers, especially those with textured hair, who need to care for their hair between workouts. Sunday II Sunday’s core collection is designed to remove sweat buildup after workouts and protect hair in between washes.
Besides SoulCycle, the brand has been building out its wholesale partnerships with several major retailers. Sunday II Sunday currently sells through Ulta Beauty, introducing one of its recent launches on Ulta Beauty’s website and in 300 Ulta Beauty locations before listing the products on its own website. The brand is also available online at Sephora and Macy’s, and in store at some of Ulta’s Target shop-in-shops.
“We’re extremely excited as this is a new type of partnership for the Sunday II Sunday brand,” Keenan Beasley, CEO and founder of Sunday II Sunday, said in a statement. “SoulCycle is all about empowering people to live their lives to the fullest extent. At Sunday II Sunday, we have the exact same mission, and we’re hyper focused on removing a barrier for so many women in doing so and ensuring that our consumers never have to sacrifice activity in the name of beauty.”
Sephora and Ulta have both worked to expand their assortment of Black-owned beauty brands, including through newer brands like Sunday II Sunday, and both retailers signed the Fifteen Percent Pledge. Sephora last August released a “Black Beauty is Beauty” campaign to showcase some of its Black-owned brands. The retailer also introduced a Sephora Favorites kit featuring only Black-owned brands, the proceeds from which were donated to the Fifteen Percent Pledge.
