On the occasion of its fourth anniversary, Hairitage is growing its retail footprint, expanding to Kroger, CVS and HEB across the United States.
As of early January 2024, select Hairitage bestsellers have been made available at CVS and HEB in-store and online.
The Kroger expansion will take place in early February 2024, in-store and online.
Meanwhile, the full Hairitage collection of hair care, tools, accessories and body care products will continue to be available on Walmart.com and Walmart stores across the United States.
“We know that consumers are savvier than ever when it comes to beauty and personal care products that deliver the results they’re looking for with ingredients they can feel good about," said Andrea Harrison, vice president of merchandising, beauty and personal care, at CVS Health. "That’s why we’re thrilled to welcome Hairitage to our growing assortment of high-performing, ingredient-led brands that offer effective solutions for the diverse needs of our consumers at an accessible price point.”
“We’ve been listening to what the Hairitage community wants, and I’m so excited to expand into new retailers, making Hairitage more accessible to all families,” said Mindy McKnight, Hairitage founder and CEO. “As one of the top hair care brands at Walmart, offered in the company of legacy brands that have been around for 15-plus years, our expansion into Kroger, CVS and HEB will help us continue our mission to provide clean and high performing hair care products that are not only efficacious but also affordable.”
“I am so excited with the success of the Hairitage brand and the love we have seen from our consumers," said Piyush Jain, Maesa's CEO. "We look forward to continuing to build upon our success at Walmart and selectively expanding the brand to our new retailers—Kroger, CVS and HEB. At Maesa, we are committed to finding new and different ways to meet unmet consumer needs, and providing increased accessibility to our brands is an integral part of it."