Earlier this year, US-based personal beauty care product company Soapbox announced its latest product collection release into Walmart stores nationwide. The Bond-Builder Restoring Hair Regimen line, which consists of the Collagen & Fruit Enzymes Shampoo and Conditioner with the Let’s Bond Rinse-Out Treatment, is an option for consumers looking to capitalize on the benefits of collagen hair treatment in a more natural formulation.
To learn more about the Bond-Builder Restoring Hair Regimen collection, the choice to use collagen as a hero ingredient for the product line, and the consumer demand driving expansion into Walmart and other retailers, CosmeticsDesign spoke with David Simnick, Co-founder and CEO of Soapbox for his insights.
About the product collection
When formulating the Bond-Builder Restoring Hair Regimen, the Soapbox development team’s goal was to create a hair care product treatment that would provide consumers with “stronger, long-lasting hair bonds for shiny silky-smooth hair,” explained Simnick.
Hair bonds are particularly important when considering hair health as they are “what makes up the hair’s structure and texture; therefore, things like bleach and chemical treatments, pH imbalances, excess moisture and excess heat can cause damage.” Further, he said, the team focused on hair bonds because they “also determine the hair’s strength, and continual damage against a bond results in breakage.”
The resulting product line was therefore formulated to target and repair damaged, split, or broken hair bonds. To be more inclusive of consumer preferences, the collection is vegan, paraben-free, uses natural seed oils for greater efficacy, and is suited for all hair types. Additionally, when “compared to other major bond building treatments, Soapbox has cleaner ingredients and safer for various hair types,” Simnick added.
The restorative hair system also incorporates elements of environmental sustainability, which are essential to the Soapbox brand and consumer demand alike. In addition to utilizing packaging made with fifty percent PCR plastic, the products feature smart packaging labels.
Simnick added: “Soapbox is insistent on transparency in not only our product, but our mission to give back by donating a bar of soap to someone in need for every product purchased.”
Collagen as a hero ingredient
Collagen was selected as a key ingredient in the Bond-Builder Restoring Hair Regimen product collection due to its crucial role in hair health as consumer’s age and the increasing demand for its inclusion in hair care product formulation. Collagen benefits hair health “by fighting damaged follicles, can prevent thinning associated with aging, supports growth and more,” said Simnick, and “therefore more and more people are adding it to their hair routine.”
When developing the new product line, “we wanted to expand on our already clean and invigorating hair products to create the new Bond-Builder Resorting Hair Regimen for those who want to rejuvenate and grow their hair,” he said.
This decision was largely informed by consumer demand, he shared further, as the Soapbox team is “always keeping up with trends and demands, listening to what our consumers want and growing with them. Our team loves to innovate and create new items that our customers fall in love with because our customers fuel our mission.”
Therefore, he concluded, “we felt when creating a bond building and repairing system that collagen was the obvious protein to zero in on and develop around.”
Release into Walmart and future retailers
The decision to launch the Bond-Builder Restoring Hair Regimen into nationwide Walmart retail locations was relatively straightforward. “Walmart has been an amazing partner of Soapbox, so we continue to expand our product range with them both in store and online,” Simnick explained.
In terms of future product expansion, “Target carries Soapbox’s line of Body Lotions and Amazon sells Soapbox’s hair, body, bath and hand care lines,” he shared, and are likely potential partners for additional product releases. In the coming months, Soapbox has “a few other retail partners in the works and looks forward to continuing expanding our product lines with our current partners.”
