Blvd & Co, a new mass men’s hair brand developed by Creative Labs, is debuting in 2,682 Walmart doors and online.
The collection includes the Essential Shampoo and Conditioner, Thickening Shampoo and Conditioner, Texture Sea Salt Spray, Volume Styling Powder, Pomade, Clay, Sculpting Fiber Crème and Paste. All shampoos and conditioners will retail for $8.99, while all styling products will be priced at $9.99.
The brand declined to comment on sales forecasts, but sources expect it to be a multimillion-dollar brand by the end of its first year.
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On why he created the brand, Brett Simmons, founder of Blvd & Co, said: “I’ve spent a lot of time walking men’s aisles in retail, and a lot of it just felt like the sea of the same. You had legacy brands that my dad would have purchased, and then you had some of the new indie brands, but they’re all sold on humor, and we definitely saw a major white space in something that delivered what the modern man is looking for. So approachable price points, elevated formulas, elevated packaging and something that really differentiates itself within the market.”
According to Circana, mass hair care sales rose 4 percent in 2025.
Maura Cannon Dick, chief marketing officer of Creative Laboratories, added: “You get immediate scale with Walmart, which is really exciting, and it also allows for us to offer our products at a fantastic, competitive price, which is truly only something we can do because we’re vertically integrated.”
St. Paul, Minn.-based Creative Labs, a family-owned manufacturing facility, offers its services to other companies but also develops its own brands, including Keracolor, Aluram and Shibui.
Bailey Toland, merchant of men’s hair care, scalp, and regrowth at Walmart, said men’s hair care is a category the retailer is actively evolving. “Blvd & Co brings a level of performance, routine clarity, and modern design that has historically been missing in mass men’s hair care. It allows us to give customers access to salon-grade quality at an accessible price — without compromising on efficacy or experience.”
Last year, Walmart doubled down on its beauty offering under Vinima Shekhar, the vice president of merchandising for beauty, recalibrating its approach, modernizing the assortment, the in-store experience and its cultural relevance as the retailer seeks to not just keep pace with the direction of the industry but lead it.
As part of this, in some locations hair been remerchandised so that it’s presented by hair type — curly, straight and wavy, textured — rather than by brand.
