Hairitage’s Damage Recovery line addresses reparative hair care concerns
Hairitage by Mindy McKnight addresses reparative hair care concerns with its newly launched Damage Recovery collection.
The line—which features a shampoo, conditioner and leave-in treatment—contains a proprietary restorative complex that helps strengthen strands and mend bonds, the company said.
“As a brand, Hairitage strives to cater to the diverse and changing hair needs of today's families,” said Mindy McKnight, Hairitage founder and CEO. “With the growing demand for products that address hair damage, whether caused by color processing or environmental factors, we delivered an easy-to-use 3-step regimen formulated with biotin and castor oil that helps restore, strengthen, and protect dry, damaged hair.”
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The full collection includes:
- Mend to Be Damage Recovery Shampoo: The shampoo features a restorative complex, and is enriched with biotin, castor oil and rice protein to help cleanse, strengthen and renew dry and damaged hair;
- Mend to Be Damage Recovery Conditioner: Enriched with biotin, castor oil and rice protein, the conditioner contains a restorative complex that aids in nourishing, hydrating and strengthening strands; and
- Mend to Be Damage Recovery Leave-In Treatment: Formulated with a restorative complex, as well as biotin, castor oil and rice protein, the product works to help improve the appearance of split ends and leave hair feeling smoother and more manageable.
“The consumer interest in the repair haircare category has been on a steady increase, across both mass and prestige segments, and we’re proud to be on the cutting edge of innovation, delivering effective yet accessible solutions,” said Piyush Jain, Maesa CEO. “As one of the leading haircare brands at Walmart, Hairitage is committed to offering cleaner, high-performing formulas and this new collection fills the white space in the market, while providing a one stop shop solution to consumers with dry, damaged hair.”
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Hairitage’s Damage Recovery collection is available for purchase at Walmart stores nationwide and online for an SRP of $9.94 per product.
