UK Hair Brand Glaze Launching into 354 Target Stores

U.K. hair brand Glaze—a subsidiary of parent company Waldencast UK Limited—is launching into 354 Target stores nationwide and online, expanding its presence in North America.

The brand launched in 2021 with a semi-permanent color conditioning gloss. 

Glaze has since expanded the range with GlaziPlex 4-IN-1 Super Bond Repair Treatment in September 2023 with new innovation to be announced Spring 2024.

Products debuting at Target include:

• SuperGloss Conditioning Gloss: Like a tinted moisturizer for the hair, SuperGloss is powered by KINDColor Technology to condition, care, hydrate and repair the hair as it colors for healthier, glossier, more vibrant hair in 10 minutes. In 16 shades from a universal gloss to specific shades for highlights along with blondes, brunettes and redheads. Five of the brand’s best-selling shades will be available in-store–universal Sheer Glow, Brilliant Bronde, Glaze Cherry, Sleek Espresso and Luminous Liquorice.
• GlaziPlex 4-IN-1 Super Bond Repair Treatment: Infused with our QuadBond Technology, this conditioning treatment transforms damage to shine in just four minutes. It protects, strengthens, protects and glazes and designed to treat all four types of damage from styling and color to chemical and heat.

Waldencast Brands chief business officer, Dani Viloria, said, “At Glaze we are all about providing accessible, easy-to-use, high-performance products with head-turning hair results. We are so excited to be launching with Target, a retail partner who share sour vision to help U.S. consumers nationwide achieve salon-worthy results right from their own shower.“