Target is no stranger to releasing killer collaborations in the fashion space: Victoria Beckham, Altuzarra, Jason Wu, just to name a few. But now the retail giant is expanding their beauty aisle with an exclusive 15-piece haircare line designed by celebrity hairstylist Kristin Ess. You may know her as the woman behind the stunning manes of Lauren Conrad, Lucy Hale, and Jenna Dewan Tatum, or maybe you know her from the popular site she co-launched, The Beauty Department. Or maybe you know Ess and her work from Pinterest (you can’t scroll for more than five minutes before seeing one of her braids, curls, or waves.)
Kristin Ess Hair will launch online January 15th and in-stores on January 22nd, and all the products range from $10 to $14. The line consists of every styling staple you’d ever need: shampoo and conditioner, dry shampoo, texture spray, pomade, wave spray, leave-in conditioner, you name it. Inside each product is something Ess calls Zip-Up technology, a proprietary blend of protein-packed conditioners like chia seed and marine algae which can help strengthen hair over time. “There is so much amazing product out there, but each brand only has a couple of hero products to me. I’ve never found one line that has everything I need for that modern, perfectly imperfect hair that I love so much. I wanted a full line of heros,” Ess said in a statement.
The packaging is really surprising for a drugstore beauty brand. The mix of light pink and heather gray are beautiful—not unlike something you could buy at Sephora or a salon. Ess reccomends starting with a few styling products to familiarize yourself with the line, like the Soft Shine Beach Wave Spray. Ess’s signature, after all, is curling iron waves and soft bends. Or if you’re not a fan of hair product, The One Signature Shampoo and Conditioner (there’s currently only one formula in the line) is a sulfate-free cleanser that works for all hair types.
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