Eva NYC showcases brand overhaul
Eva NYC has taken a moment to give itself a brand new look and purpose.
The brand recently showcased its brand renovation, which includes long-term investments in clinical testing, environmental impact research, expanding consumer engagement and increasing its accessibility.
“Eva NYC's renovation is coming while the brand is experiencing major momentum—growing 13x faster than the mass haircare market last year, while also achieving double digit reductions in carbon emissions. With the renovation, we are doubling down on the core values Eva NYC has always stood for and enhancing the haircare experience in every way—from thoughtfully upgraded eco-conscious packaging to immersive sensory fragrances and transformative, proven benefits, all at the same accessible price,” said Annie Kolemainen, brand president of Eva NYC. “We have built a strong, diverse community around the brand and are committed to creating trust and loyalty by keeping the consumer values and needs at the center of these changes.”
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The brand's first initiative was updating its packaging to include 25% recycled aluminum and a minimum of 50% post-consumer recycled plastic (PCR). This reduced total greenhouse gas emissions by approximately 30% and made it curbside recyclable.
In addition, the revamped packaging was designed to provide the consumer with a new experience that highlights its shampoos and conditioners that are offering 10% more product in a soft matte, translucent and squeezable bottle, which showcases its formulas, the brand shared.
To kick off the new look and feel, the brand is debuting a range of new hair care products:
- Repair Ritual Strength Collection. A shampoo, conditioner, and leave-in treatment system that combines science and nature to strengthen hair from the first use. Infused with science-backed bond technology, known to fortify weak hair bonds; red algae, a nutrient-rich sustainably sourced byproduct known to aid in overall resilience; and bamboo, known to promote elasticity. Clinically proven stronger hair & damage protection.
- Take Care Healthy Hair Collection. An elevated daily shampoo and conditioner that supports hair health, infused with a blend of amino acids, known to enhance moisture, shine, and manageability, to support daily hair health. Clinically proven gentle daily cleansing.
- Freshen Up Invisible Dry Shampoo in Light & Fresh. The beloved Freshen Up Invisible Dry Shampoo formula features a new light refreshing fragrance. Infused with rice starch for oil absorption, this dry shampoo revives lifeless hair to achieve a bouncy, clean, just-washed look—even on day three. Clinically proven to remove oil.
Lastly, each product range is driven by a color palette inspired by the hero ingredients within the formulation.
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Every Eva NYC product undergoes rigorous validation, inclusive of four critical phases of testing, outpacing industry standards (one or two); internal optimization, mass consumer, clinical performance, and consumer perception validation, the company shared.
The new brand renovation includes all of Eva NYC's best-sellers, such as Therapy Session Deep Conditioning Hair Mask, Mane Magic 10-in-1 Primer, and skincare-inspired H2-Whoa Collection. All products range from $13.99 to $17.99 and will not increase with the launch, the brand shared.
Products are now available to shop online via its website and in store at Ulta starting December 26th, 2024, with additional retailers including Target, Walmart, Walgreens, CVS and Sally Beauty on a rolling basis in Q1 of 2025.
