Hairstory – which was founded in 2015 to change the way people wash their hair forever – will launch exclusively into 370 Ulta Beauty stores and online.

The rollout will be led by Hairstory’s cult-favorite hero product, New Wash – the original detergent-free cleansing cream.

Created in collaboration with hairdressers, New Wash works for all hair types to cleanse, condition, balance the scalp, and protect color without stripping or over-washing.

Hairstory’s CEO Dina Rosenbloom said,

“Launching into Ulta Beauty is a significant step for our brand, as it increases accessibility for existing and prospective customers. We’re on a mission to change the way people wash and care for their hair and scalp and we want to empower customers with a better, healthier alternative to excessive regimes and over-consumption. Our ‘New Wash’ hair cleanser is not a shampoo, not a conditioner, and not a mask, but does the triple duty of all three combined in one single step.”

The launch of Hairstory into Ulta Beauty will take place on April 5^th. This presents a milestone opportunity to propel this success and continue disrupting the age-old category of shampoo. 

Ulta will also support Hairstory in achieving its goal of gaining over 500 thousand new customers before 2030, while continuing to invest in its 5000-strong hairdresser network.

Ulta Beauty’s Shianna Davey, Vice President of Merchandising added,

“The brand has played an important role in popularizing the cleansing cream approach to hair care, offering a modern alternative to traditional routines. Hairstory’s low-maintenance, high-impact philosophy resonates with anyone seeking healthier hair without compromise, and we’re excited to introduce its transformative products to our Ulta Beauty community.”

Hairstory has always championed the hairdressing industry, via its unique affiliate program, but also through its collaborative culture, including creating spaces for education and offering knowledge exchange and business development tools.

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