Target Welcomes UK Textured, Curly Hair Brand

Mibelle Group's U.K. hair care brand Imbue Curls is teaming with Target to expand its footprint in the U.S. and roll out its SKUs for curly and coily hair at the mass merchant's brick-and-mortar stores.Imbue's vegan hair care collection rolled out to Target stores and Target.com recently, encompassing a cream cleanser, a shampoo, a conditioner, a heat protecting mist, and a leave-in conditioner and spray for curly, coily and tight, textured hair. Ranging in price from $12.99 to $14.99, the collection is bottled in recyclable, light blue packaging with either a yellow, green, pink or orange top to indicate if the SKU is meant to cleanse, condition, style or finish hair, respectively. The brand also has a U.S. direct-to-consumer site imbuecurls.com, where shoppers can additionally purchase a hydrating serum, a creme gel or a shine oil for $12.99, and an intensive mask for $19.99. (It is unclear if these products sold out at Target or remained exclusive to the DTC site.) The collection is currently 25% off on the DTC site as part of a "veganuary"/Valentine's Day special.In stores, the collection is stocked on a table display in the beauty department alongside other hair care brands including Kristin Ess. A sponsored Facebook update from Imbue also plugs the brand's arrival at the mass merchant, directing shoppers to target.com. Created with the support of afro hair veteran hairstylist Michelle Sultan, Imbue launched in the U.K. in the summer of 2020 via The Hut Group's Lookfantastic.com, a British online beauty store, and direct-to-consumer site imbuehaircare.com. The brand debuted in the U.S. in October 2020 via imbuecurls.com and Amazon. The collection is also available within the U.K. at retailers including Superdrug Stores. The partnership with Target appears to be the brand's first foray into brick-and-mortar stores in the U.S."At Imbue, we believe the importance of developing clean and effective formulas for the curly hair community and we're excited for this partnership with Target to expand our audience and present a more engaging way for us to connect with our consumers," said Anne-Claire Ahouangonou, Imbue brand and marketing director, in a media release.Target has worked to diversify its product assortment in the past few years to provide more offerings for textured, coily and curly hair. In 2020, the retailer stocked exclusive textured hair care products from TPH by Taraji and Unilever's Emerge.

Target Welcomes UK Textured, Curly Hair Brand

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