Underlining, a Miami-based beauty brand developer, has launched its latest innovation, Freewill, on August 1. This new salon-quality, customizable haircare brand is crafted specifically for hair cycling and aligns with the growing trend of ‘skinification of hair.’ Co-developed with Sally Beauty, Freewill features eight distinct product lines, totaling 32 products, and offers a cyclical, customizable approach to hair care with clean ingredient formulations.
Freewill’s launch coincides with the rising popularity of hair cycling and the ‘skinification of hair,’ with more consumers treating scalp and hair care with the same level of attention typically reserved for skin care. In an interview with CosmeticsDesign, Raz Romanescu, CEO and Co-Founder of Underlining explained that hair cycling “is about rotating different hair products to address various needs, just like you do with skin care. It ensures your hair gets the right care at the right time, promoting overall hair health and vitality.”
This trend reflects a broader consumer shift toward more holistic and individualized beauty routines, with an emphasis on health, sustainability, and efficacy.
The brand’s product lines are designed to meet this demand by providing the flexibility to tailor hair routines to suit changing needs. They will be available on Freewill’s website, in 2,700 Sally Beauty stores, and online at Sally Beauty, Amazon, and TikTok Shop.
Inspiration and market positioning
Freewill was inspired by the belief that “hair care shouldn’t be one-size-fits-all,” said Romanescu. “We wanted to create a brand that offers customizable solutions, allowing users to adapt their routines through hair cycling. It’s all about giving your hair exactly what it needs when it needs it,” he explained.
This focus on personalization is central to Freewill’s identity and is what sets it apart from other customizable hair care brands on the market.
Romanescu emphasized that Freewill’s commitment to high-quality, eco-friendly ingredients further distinguishes the brand. “The laser focus on personalization and clean formulations sets Freewill apart from other competitor brands,” he noted.
The partnership with Sally Beauty, which brings over 60 years of beauty education and learning, has also been instrumental in shaping the brand’s offerings to effectively connect with consumers.
Meeting consumer demand & addressing industry trends
As the demand for personalized hair care and the ‘skinification’ of beauty products continues to grow, Freewill is positioned to tap into these trends. Consumers are increasingly seeking products that not only address surface-level issues but also contribute to the long-term health of their hair and scalp.
The diversity of the brand’s launch provides consumers with a wide range of options to ensure “that each individual concern is able to be met across the board,” said Romanescu. Freewill aims to be a “one-stop-shop for all your hair concerns and needs,” offering a luxurious yet practical solution for hair cycling, he added.
This approach is particularly appealing to today’s consumers, who are well-informed and demand high-performance products that can be tailored to their specific needs.
Responding to the shift toward clean beauty
Freewill also responded to the growing consumer demand for clean beauty products. With increasing awareness of the potential effects of harsh chemicals in hair care products, many consumers are now prioritizing brands that offer clean, transparent formulations.
Freewill’s use of eco-friendly and non-toxic ingredients aligns with this shift, appealing to consumers who are not only concerned with the effectiveness of their products but also with their impact on health and the environment.
Research and development
Regarding the brand’s research and development, the “process for Freewill was meticulous and cutting-edge, spanning the past year-plus to refine the product concept and ensure the highest quality and affordability,” Romanescu shared. This thorough approach involved extensive testing to meet stringent standards set by both Freewill and Sally Beauty.
Despite the challenges faced during development, including perfecting clean formulations and ensuring product effectiveness, the collaboration between both companies proved to be a significant strength. “This collaboration became Freewill’s greatest strength,” Romanescu noted, which produced “a powerful synergy between two brands working seamlessly to deliver an amazing hair-cycling product line on the market.”
Customization and consumer experience
A key feature of Freewill is its customization process, which begins with a quiz that shoppers complete before purchasing. This quiz collects data on hair type, concerns, and lifestyle, which “helps us recommend the best products, ensuring a personalized experience that caters to each user’s unique hair needs,” Romanescu explained.
This personalized approach not only enhances the consumer experience but also builds brand loyalty by ensuring that users receive products that are most likely to deliver the results they are looking for.
Freewill’s product range is designed to address various hair concerns, from dryness to damage, using “targeted ingredients and customizable formulas to provide solutions that truly work, regardless of hair type or texture,” Romanescu said. This attention to individual needs aligns with the broader trend of personalization in beauty, where consumers are increasingly expecting products tailored specifically to their unique characteristics and preferences.
Future outlook
Looking ahead, Romanescu sees the trends of hair cycling and the ‘skinification of hair’ continuing to evolve, with Freewill adapting accordingly as consumers are “seeking more personalized and holistic haircare solutions,” he predicted. “Freewill will evolve with these trends, continually offering innovative products that meet the changing needs of our customers.”
By positioning itself at the intersection of customization, clean beauty, and holistic hair care, Freewill is well-equipped to cater to the modern consumer’s demands.
