TAMPA, Fla. — Not Your Mother’s hair care is starting off the year with a bang as it adds more than 10,000 new U.S. retail locations and nearly doubles its SKU count for 2014.
The brand has expanded from approximately 15,000 U.S. retail locations to more than 25,000 in the first quarter of 2014.
As part of its expansion, the brand has inked new retail distributions deal with Kmart, Safeway, Kroger and Harmon. Kmart is bringing the brand to 1,100 of their stores, Safeway to 1,314 stores, Kroger to 800 stores and Harmon to 200 stores.
Eleven new styling products — as well as shampoos, conditioners and treatment products — were introduced to retailers for the 2014 lineup, making it a total of 26 products, not counting travel size items. A shampoo and conditioner matching the Beach Babe Texturizing Sea Salt Spray are two of the new items — along with a thickening styling product, cream styling mousse, an extreme hold hair gel and the first product in the line — to be marketed to both men and women, a fiber glaze cream.