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Ulta Beauty Takes Co-washing Hair Care Mainstream

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Unwash is bringing the co-washing hair care trend to Ulta Beauty, creating a new mainstream opportunity.

Co-washing, "the practice of cleansing one's hair with conditioner instead of shampoo," is one of the hottest hair care trends going. So it's no surprise that Ulta Beauty is teaming up with Unwash, the professional co-wash hair care brand, to bring the craze to consumers in-store and at Ulta.com.

The Unwash line comprises the Bio-Cleansing Conditioner, Anti-Residue Cleanse, Hydrating Masque and the latest addition, the Dry Cleanser. The New Clean Try Me Kits, a bundle of 2.5 oz bottles of the brand's Bio-Cleansing Conditioner, Anti-Residue Cleanse and Hydrating Masque, will be made available by Ulta to spur adoption of co-washing.

"Unwash products have quickly become a favorite among women and men..."


"With the launch at Ulta Beauty, Unwash is able to expand on their loyal following and provide easy access to the comprehensive co-washing collection, meeting the growing demand for this mainstream trending hair care category," an official release noted.

"It has already been an exciting year for Unwash and we are very proud to share the news of our new retail partnership with Ulta Beauty," said Catherine O'Daniel, director of store sales and strategic planning. "Unwash products have quickly become a favorite among women and men seeking healthier hair with an alternative to the traditional daily wash and repeat."

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