Bread emphasizes hair care for textured tresses

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Bread emphasizes hair care for textured tresses

By Gisselle Gaitan - 07/16/2020

Bread is looking to change the hair care game in a major way.

The company is rolling out a line of hair care basics for those with textures tresses, specifically those with 3a to 4c curl types.

Consisting of a hair wash, hair mask and hair oil, Bread’s offerings are vegan, cruelty-free and contain a functional and clean formula that incorporates Australian native oils and extracts to moisturize, hydrate and detangle, the company said.

Founded by Maeva Heim, an Australian native who has worked in brand management for such companies as L’Oreal and Procter & Gamble, the idea for Bread came to her after ditching chemical hair-relaxer and returning back to her natural texture.

“The journey to create Bread started when I myself was transitioning from relaxed to natural hair after my chemical relaxer exploded in my suitcase while traveling. When I went looking for brands and products for my hair type, I became disillusioned with what was available on the market and frustrated with the lack of simplicity,” Bread founder, Maeva Heim said. “This opened my eyes to the void in the market for a community-focused brand with a contemporary, visual universe that felt relevant to today's millennial and centennial consumer. Bread exists to offer a simplified, edited routine with just the fundamentals, so women can spend less time worrying about wash day, and more time on anything else.”

After putting together, a brand concept and presentation, Heim pitched her idea for Bread to Sephora in 2019 and was selected as one of its first-ever Australian participants in the Sephora Accelerate program.

As a result, she secured a launch deal for her products both in-store and online.

“Sephora is thrilled to partner with Bread and continue our commitment to bringing innovative, differentiated products to our clients, as well as supporting all hair types, textures and concerns,” Jennifer Lucchese, vice president of haircare merchandising at Sephora said. “As a member of our Accelerate program, founder Maeva Heim has been fearlessly dedicated to filling gaps in the beauty industry and increasing texture-inclusive offerings. We are so excited to finally introduce Bread to our clients and know that it will be a wonderful addition to Sephora's hair assortment.”

Shoppers can find Bread’s products, which will range from $20 to $58, online at BreadBeautySupply.com and Sephora.com. The brand’s products will be available physically at select Sephora stores beginning Aug. 28.