Freewill’s customizable products harness the power of hair cycling
Beauty brand developer Underlining and Sally Beauty came together to co-develop a new hair care line—Freewill.
The collection is designed to support every hair type at every stage and encourages rotation through tailored routines that address all categories. Products in the line include Scalp & Detox, Volume Boost, Smooth & Sleek, Restorative Repair, Curls & Coils, Color Care and Blonde Care.
To learn more about the brand and why Sally Beauty was the right partner to create the line with, Inside Beauty spoke to Raz Romanescu, CEO and co-founder of Underling.
Inside Beauty: Can you tell us a bit about the origins of Freewill?
Raz Romanescu: Freewill was born from a vision to create a customizable, salon-quality haircare experience tailored to individual needs. The brand was co-developed with Sally Beauty, combining industry expertise with innovative approaches to hair care. The concept centers around the skinficiation of hair and hair cycling—a method that adapts to changing hair needs over time. Each product is designed to work in harmony with others, offering a flexible and personalized approach. Freewill’s mission is to provide versatile, effective solutions for every hair type, embracing the dynamic nature of personal care and beauty.
IB: Why was now the right time to launch the brand?
RR: The growing consumer demand for customizable and salon-quality beauty, along with the TikTok viral hair cycling trend, made it the perfect time to launch a brand specifically designed to address diverse hair concerns and offer long-term solutions. With an increased focus on sustainability and clean beauty, now is the ideal moment to introduce Freewill's product line. Our commitment to clean formulas and responsible ingredients aligns with the rising preference for effective, environmentally friendly products. Partnering with Sally Beauty allows Freewill to leverage their extensive reach and expertise, ensuring a successful launch and broad market impact.
IB: What made Sally Beauty the right company to co-develop the line with?
RR: Sally Beauty was the ideal partner for co-developing Freewill due to their extensive expertise and long-standing reputation in the beauty industry. With a vast network of stores across the country and a deep understanding of the haircare space, Sally Beauty provides unparalleled market access and support. This partnership allows us to reach a broad and diverse audience immediately at launch, while ensuring that the products meet the highest standards of efficacy and sustainability.
Additionally, Nailboo, another one of Underlining’s beauty brands, is also sold at Sally Beauty. After experiencing so much success in the nail category, Underlining was excited to take the leap into haircare with Sally.
IB: What separates Freewill from other customizable hair care lines currently available
RR: Freewill stands out from other customizable hair care lines due to its unique combination of tailored solutions, clean formulas, and sustainability focus and professional partnership with Sally Beauty. Unlike many other brands, Freewill offers a comprehensive range of 32 products that cater to a wide array of hair types and concerns, including specialized categories like Scalp & Detox, Volume Boost, and Curls & Coils, and many more.
With a clear vision for a product line and mission statement, Freewill and Sally Beauty have worked in lock-step together to make sure it's the best it can be. This partnership has allowed them to combine their expertise and resources, resulting in a product line that is not only thoughtfully crafted, but also thoroughly tested.
IB: Can you share details about the products that will be available to shoppers at launch?
RR: Each product is crafted with high-quality, eco-conscious ingredients that are free from parabens, sulfates, and phthalates, allowing users to customize their hair care routine without compromising safety or environmental impact. To find the best products for their needs, customers will complete a hair evaluation quiz that tailors recommendations to their specific concerns. For example, our Scalp & Detox line features products designed to purify and revitalize the scalp by removing impurities and buildup. This comprehensive range ensures that there is something for every hair type and concern, providing a customizable and effective hair care experience from the very start.
IB: Are there plans to continue to expand the line’s offerings?
RR: Yes! There are plans of course to continue expanding Freewill's offerings. We're committed to staying at the forefront of hair care innovation and responding to the evolving needs of consumers. The collaboration with Sally Beauty will continue to be instrumental in this growth, leveraging their expertise and market insights to ensure that new additions to the line are not only innovative but also meet the highest standards of quality and sustainability. Freewill's dedication to customization and clean beauty will remain central to these new developments, ensuring that each product added to the line aligns with their core values.
