Celebrity hairstylists, through a variety of collaborations and brand-extension initiatives, have gotten out of the salon and onto retail shelves over the past couple of years:
- Rita Hazan, who already has a range of hair care products in place at HSN and Sephora, retained The Brand Liaison last month as her licensing agent for further expansion into other beauty and hair-related categories.
- Jen Atkin licensed luggage marketer Calpak for a line of trunks, carry-ons, and other travel accessories, in four styles and four colorways, that debuted at the end of October.
- Paul Mitchell, the hair care and salon brand launched by the late hairstylist of the same name, collaborated with American Made Supply Co. in March of this year for a limited-edition apparel line in seven styles, from pocket t’s to jogger pants. The products were made available to Paul Mitchell stylists and other beauty professionals. They were also sold to customers on the brand’s website in a month-long event.
- Last year, José Eber, represented by agency All American Licensing since the beginning of 2017, signed Evriholder Products for a signature line of hairbrushes and accessories.
- In early 2017, Kristin Ess launched a 15-piece haircare line exclusively at Target. The assortment, which now ranges from cleansers and conditioners to masks and appliances, is still available at the retailer.
The growth in this property sector makes sense given a number of trends. There has been a rising interest, particularly among millennials, in the beauty segment as a whole. A growing number of licensing and collaboration initiatives have seen strong results in the specialty beauty arena, with hair care representing a relatively untapped frontier compared to other niches such as color cosmetics and nail care. And a variety of celebrities—from makeup artists, musicians, stylists, and actresses to transgender activists and drag queens, not to mention hairstylists—are relevant to the beauty space.
Meanwhile, as the fashion and travel examples above show, some hairstylists have licensing potential beyond the beauty realm as well.