Not Your Mother's hair care line broadens reach

TAMPA — Not Your Mother's hair care line launched in 2010 in a few hundred Walmart stores as a test. Now, the brand is celebrating a successful first year with broadened distribution at retail.

Following its test run at Walmart, the brand now is available in 1,500 Walmart locations. In March 2011, Ulta brought in the line to all of its nearly 400 locations. Also carrying the collection are several regional retailers, such as Lowes Foods, Schnucks, King Kullen, Hi-School Pharmacy, Navarro Discount Pharmacy, Dierbergs, Acme Fresh Markets and Bag n Save.

"We are very fortunate to have loyal customers who know what they want and are not afraid to ask for it," stated Michele Sherbet, Not Your Mother's brand manager. "Store managers have been bombarded with requests, especially from our teen customers, demanding they bring in the products."

The collection includes All Eyes on Me hairspray, She's a Tease volumizing hairspray, Beat the Heat thermal styling shield spray, Smooth Moves frizz control hair cream, Kinky Moves curl defining hair cream, Beach Babe texturizing sea salt spray, Girl Power volumizing hair powder, Clean Freak dry shampoo and Rise & Shine shine mist. Each product retails for $5.99.