There is no doubt that each time was a charm for the Redmond family.
The family behind Aussie, an Australian hair care brand founded in 1979 and acquired by P&G Beauty in 2003, and the plant-based Renpure, launched in 2008 and sold to MAV Beauty Brands in 2018. is back for its third release. .
V&Co was co-founded by father-son duo Tom and Mike Redmond. is a peptide-infused hair care brand that launches a range of shampoo and conditioner duos, each tailored to straight, wavy, curly and thick hair types.
Priced between $7.99 and $8.99 per bottle, the brand aims to provide people in the premium and specialty channels with products that are commensurate in terms of efficacy and formulation.
“Our formula for success is to pay attention to other categories,” says Mike Redmond. He recalls that he began working at his Renpure manufacturing facility with his brothers in seventh grade, and during college he continued to intern at Renpure’s corporate headquarters.
Mr. Redmond, now 29, takes the helm as V&Co’s chief executive officer. With distribution in about 8,000 stores including Target, Walmart, Safeway, Albertsons and other retailers, he estimates the brand’s first-year retail sales could be $20 million.
“We hope to capitalize on the prevalence of peptides in the skin care and professional hair care sectors by developing such types of high-performance products within the budget of everyday consumers,” said Redmond. , added that key considerations that inform brand direction are: The development was driven by increased consumer education and awareness regarding beauty ingredients.
“We want to be a brand that caters to all your needs, no matter what your hair type is,” he said.
Each product contains the brand’s signature complex of peptides and amino acids, but the supporting active ingredients vary depending on your hair type. The curly-haired duo taps jojoba oil. Straight hair is infused with aloe juice. Rice protein strengthens products for wavy hair, while products for thick hair contain biotin and coconut oil.
The brand aims to increase its assortment from eight inventory holding units to 20 to 24 pieces by next year.
“We’ve developed leave-in conditioners, sprays and hair masks. We’re working on several different blonde shampoos and conditioners,” Redmond said. “We’re currently in hair care, but we want to span multiple categories of personal care. We think packaging, simplicity and ingredient labeling will allow us to do that.”
Redmond said the brand’s social media rollout strategy was “built around partnerships with hundreds of influencers, hairstylists and trichologists in the first few months to get the product out there and get it consumed.” “We want people to know about our company.”
The name V&Co. is intended to evoke a similar catchiness to “Tiffany & Co.” and was created with the goal of fostering rapid and lasting brand recognition.
“Our goal is to make sure you can’t run away from us,” Redmond said with a smile. “The distribution we have justifies pushing this release as hard as possible.”