Launching exclusively at Walmart, Hairitage's collection consists of six anti-dandruff stock keeping units including shampoos, a conditioner, a pre-wash booster and more.
“Not all consumers realize there are multiple types of dandruff, and that people who have a dry scalp may need different treatment than those who have an oily scalp — it’s not a one size fits all,” she said.
In line with this holistic approach, the collection offers separate shampoos for oily versus dry scalps, in addition to a Pre-Wash Booster, Balancing Conditioner, Balancing Leave-In Conditioner and an Overnight Relief Mist, all priced at $9.94. Formulated with actives salicylic acid and selenium sulfide, the cruelty-free, vegan line is available online at walmart.com and is rolling out to most Walmart doors nationwide.
“We launched six products because we wanted to give people the opportunity to build their own regimen and mix and match depending on what their scalp needs are, or how severe their dandruff needs are at any moment. The goal is to ultimately get them off the dandruff products,” said McKnight, adding that her follower base acts as focus group, constantly offering feedback and informing Hairitage’s innovation in real-time.
While McKnight did not comment on sales expectations for the line, nor did Maesa, industry sources think the anti-dandruff collection could do between $10 million to 15 million during its first year on the market.
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