MopTop hair care for curls goes retail

28-Apr-2015 - Last updated on 29-Apr-2015 at 15:35 GMT

The salon-centered brand is moving beyond the professional market and launching a new line of products to be sold across the US in grocery and discount retail locations.

The Southlake, Texas–based company has created hair care products for both children and adults to be sold at regional grocery retailer H-E-B as well as the nationwide Whole Foods chain. The company’s new hair care line will also be sold at Target discount retail stores.

Target market
The consumer-facing products will be affordably priced and marketed to appeal to a wide range of shoppers with textured hair.

“Our new MopTop line was created for the customer who wants hair care products that cost a bit less, but are still made with natural ingredients,” said company founder Kelly Foreman. “We started MopTop to change the world – one frizzy head at a time – and our retail line will help more people embrace their natural beauty and enjoy their hair again.”

Youthful beauty
Several of MopTop’s salon partners serve teen and youth clients, like DoodleDos in New York City and the Hairy Elephant salons in Missouri.

“One of my goals is to help [teenagers] live with, and work with their hair rather than fight it. When you try to fight it, you end up making it frizzier and fuzzier! As a teenager, so much of your self image is tied to how you look. I want teenagers to feel more confident to be who they are,” notes Foreman on the MopTop site.

The new retail line includes products for kids as well as adults that “can be used for all hair types, all textures and all ethnicities, from fine straight hair to kinky-coily curls, and includes specialty products that give curly hair softness, definition and control without a crunchy feel,” according to a press release about the move to retail.

Industry awareness
Long held views are shifting to more accurately reflect the spectrum of beautiful hair (straight, wavy, curly and kinky), reported Cosmetics Design last month.

“With 60% of the world population being made up of curly haired individuals, mainstream retail outlets are taking notice of the increased demand that has sparked the emergence of curly hair care groups and elaborate natural hair expos,” observed Alikay Naturals when that company’s curly hair products debuted at Sally Beauty Supply locations.

And leading beauty corporations, including L’Oréal, have invested in the multicultural hair care segment. “This acquisition [of Carol’s Daughter] will enable L’Oréal USA to build a new dedicated multi-cultural beauty division as part of our Consumer Products business, and strengthen the company’s position in this dynamic market,” Frederic Roze, president and CEO of L’Oréal USA said when the purchase was announced in October.