BosleyMD is betting big on the mass market.
The hair restoration company, historically known for its medical-grade solutions in the professional channel, is casting a wider consumer net with mass retail distribution and new drug-free, user-friendly products.
While the company started out with a focus on the professional channel, selling to wholesalers like SalonCentric, it has since launched at Ulta Beauty and Walmart — its push to become more of an omnichannel business was kickstarted in 2020, according to scientific hair research associate vice president of marketing Amber Carter. Now it is also expanding into 703 Target doors with a new product: Revive+ Hair Densifying Serum, $24. There are two different versions for men and women to better target the causes of hair loss.
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“We’ve had our eyes set on Target for years, and what moved the needle to get us in the doors was this new innovation that we’re launching,” Carter said.
She added: “Target has a more premium beauty experience than other mass retailers, so it’s kind of the best of both worlds, where you’re able to get all of the foot traffic, but also there’s a sense of authority when it comes to beauty in Target.”
The Revive+ Hair Densifying treatment line was also the ticket for BosleyMD to enter into Walmart last year. Now, for the Target launch, the company has reformatted the foam version, which is available at Walmart, into a scalp serum exclusively for Target — a few drops of the serum should be massaged into the scalp day and night for best results. According to the brand, its line of Revive+ Hair Densifying treatments, which employs drug-free ingredients like hyaluronic acid, botanical compounds and biotin to boost cell function and in turn hair growth, is a $1.5 million opportunity.
“I think that [the serum version] is actually going to be our top seller when it comes to Revive+ because it’s an easier application,” Carter said.
That being said, the company is focused on expanding the line with new products and in turn expanding its footprint.
“Our goal is to get this type of technology in the hands of every consumer. Our plan is to go to any outlet that allows us to do that as quickly as possible, whether that means more footprint and more retail distribution, or if that means beefing up our direct-to-consumer business,” Carter said. “We do plan to expand this technology into other formats. We’re investigating supplements, because if you can take this technology from a supplement standpoint, then it affects all of the different mitochondria in your cells, so there’s antiaging properties.”
These innovations come on the heels of the growing drug-free scalp care market, which has come to include everything from serums and scrubs to red light hats and nutraceuticals. BosleyMD has several other drug-free offerings that fit into this growing trend including supplements, shampoo and conditioner. According to Carter, this growing interest in the scalp care category, as consumers are more comfortable sharing their experiences with hair loss, has been a key driver.
“Because of the age of like social media that we’re in, everybody is more comfortable sharing,” she said, adding that women, most notably, have become more comfortable with the topic of hair loss. “It’s just created this movement where people are more open to talking about it.”
In addition, Carter predicted that the scalp care category and hair thinning category will continue to merge more.
“Educating the consumer that you need to treat your scalp like you treat your face and make sure that it has what it needs to be the right platform to promote healthy hair, that’s helped with this category,” she said, emphasizing that education is the brand’s go-to strategy on social media. “It’s an easier education story because [consumers] understand that it’s connected. You can’t have healthy hair growth without treating your scalp.”
Although BosleyMD is doubling down on mass retail and drug-free products with the Revive+ Hair Densifying line, Carter said the professional channel remains a key distribution point for the brand.
