Act+Acre to Sephora.
Founded by hairstylist and trichologist Helen Leavy, the scalp care brand will be available at 235 Sephora doors nationwide. First, $32 for six of the brand’s inventory, including the Cold Process Hair Cleanse Shampoo. Restorative Deep Conditioning Hair Mask, $38. 2% Stem Cell H2-Grow Complex™ Scalp Serum, $86. BHA Salicylic Acid Scalp Renew Exfoliator, $48. Vitamin E Scalp Detox Oil ($48) and Fulvic Acid Volumizing Dry Shampoo ($26) are available in-store, and 16 products are available online. The brand says three limited-edition extensions to one of Act+Acre’s Hero Schools will hit retail stores in October.
According to Colm Mackin, Act+Acre CEO and Reavey’s husband, the brand’s unique value proposition sparked the partnership with Sephora.
“Scalp isn’t really a subcategory of hair. It’s its own category,” he told WWD.
Levy also supported this idea.
“When we started our business, no one was talking about scalp care,” she said. “We started Act+Acre not to create a brand, but to create a category that focuses on the root of hair and scalp problems rather than the immediate effect.”
The brand had been in talks with Sephora for some time, but Sephora’s pitch to create a scalp care category in retail landed the deal. According to the brand, growing interest in scalp care has also led to an expansion of Sephora’s nationwide rollout.
“We flew to San Francisco and pitched them what this was going to be like,” McKinn said of the partnership with Sephora. “We are not one size fits all. We are not a hair care brand. We are a scalp care brand. We want to help develop this product into its own category over the next two years.” And I feel like it’s kind of a really united moment about this year’s growth.”
Act+Acre will now be commercialized in the hair care section as part of Sephora’s Next Big Thing wall.
“As we continue to grow in the important emerging category of hair wellness, we are thrilled to introduce Act+Acre to our customers,” said Jennifer Lutches, vice president of hair care merchandising at Sephora.
While scalp care has become a major trend, the hashtag on TikTok has 1.7 billion views, and while several brands have recently launched scalp serums, Act+Acre falls entirely within this category. We are positioning our company in
In light of this new situation, Act+Acre created a snappy and engaging video for Sephora employees to learn about scalp care, teaching the team how to analyze the scalp with a microscope camera for in-store events. I decided to. The brand also hosts regular scalp clinics at its Lower East Side concept space. However, according to Levy, Sephora’s customers have such a deep understanding of skincare that education about scalp care is a seamless process.
“The members of Sephora already know a lot about skincare, so I find it very easy to actually talk to them about skincare there and relate it to the scalp, because the scalp is actually the face. It’s an extension of ,” Levy said. “As we develop educators – scalp specialists – we will go into stores and assemble teams to ensure that we provide the right education.”
Levy and McKinn said their approach to education always begins by meeting consumers where they are and helping them understand their scalp needs.
Established in scalp care and hair ‘skinning’, Act+Acre has seen significant growth over the last year and is now also available at Cult Beauty UK, Heyday and Neiman Marcus. Industry insiders say the brand could fetch more than $10 million in retail sales in its first year with Sephora. The brand expects to double its business in the next 12 months.