New SheaMoisture Beauty Hack puts focus on personalization, ingredient transparency


NEW YORK — Sundial Brands’ Shea Moisture is looking to reach beauty shoppers looking for personalization with its latest launch. The new SheaMoisture Beauty Hack, currently available only at Ulta, is a three-step system that allows consumers to customize their hair, body and facial care routines.

The Beauty Hack system starts with a fragrance-free base combined with a pure oil and finished with a fragrance oil. It also allows for the addition of such fresh ingredients as banana, green tea or basil leaves for more nourishment. The products are cruelty-free and don't contain sulfates, parabens, mineral oil, petroleum, phthalates or propylene glycol, and the company sources its organic shea butter in the products from 15 women's cooperatives as part of its Community Commerce business model. 

“Recognizing and acknowledging different need states has been at the core of SheaMoisture’s innovation strategy since the beginning,” Sundial Brands founder Richelieu Dennis said. “We listen to our community and develop new formulations based on individual needs. In doing so, we discovered that consumers want simplicity, transparency and a personalized approach — products that address their specific hair and skin types and concerns.”

The Beauty Hack products offer bases of Aztec Benzonite Clay, body and hair cleanser, body moisturizer, Moroccan Rhassoul Clay and a sugar scrub — all of which retail for between $8.99 and $12.99. The oils that can be added in the second step are coconut oil, avocado oil, grapeseed oil, macadamia oil, sunflower oil and raw shea butter — which cost between $3.99 and $9.99. And the available fragrance oils are frankinscence and myrrh, lavender and wild orchid, lemongrass, olive and green tea and rose. The fragrance oils retail for $3.99 each.

Sundial Brands said the Beauty Hack products offer full visibility of the products they’re using on their body while ensuring freshness and reducing waste. The company is offering recipes for body scrubs, face masks, hair cleansers, moisturizers and more on

“We are excited to empower our community to mix and match ingredients to design custom blends that satisfy personal preferences,” Dennis said. “We encourage our customers to add as many benefits and scents as they desire, experiment with how frequently they use their treatments, and then share their customized recipes with other community members.”

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