The Hair Edit is taking style cues from designer Danielle Bernstein in its latest drop.
Available exclusively at Ulta Beauty now, the collection features five accessories — two claw clips, two scruncies and one flat-lay clip — curated and styled by the 33-year-old founder of WeWoreWhat.
The trendsetter’s bespoke fashion sense was the blueprint, said Carine Roudil, chief marketing officer of The Hair Edit. “Danielle has an incredibly strong point of view when it comes to personal style, and she understands how accessories can instantly transform an everyday look,” Roudil told WWD.
You May Also Like
She continued: “What made this collaboration so compelling for us was the alignment between her aesthetic and The Hair Edit’s positioning — elevated, trend-forward accessories that still feel approachable and wearable for real life. This collection captures that balance in a way that feels very authentic to both Danielle and our brand.”
Aligned with Bernstein’s minimalistic, elevated essentials aesthetic, the items follow a monochromatic color scheme with funky accents. Designed in polka-dot and plaid patterns, the scrunchies mimic the shell of the two claw clips, while the flat-lay clip is available in a clean, brushed silver shade. Prices range from $9.99 to $14.99.
This buzzy collection builds on the momentum of the hair accessories brand after its recent foray into liquids. In partnership with Target, The Hair Edit launched its inaugural hair care ritual, featuring shampoo, conditioner, oil serum, a hair mask and leave-in conditioner.
Available in more than 1,500 doors, the products — made with highly concentrated formulas and ingredients such as glycerin, tuberose and olive-oil-derived squalane — addressed what Martin Okner, chief executive officer of Fromm, which owns The Hair Edit, described as “white space” in the retailer’s existing assortment. That gap was “to offer luxury formulas at a value price point,” Okner told WWD at the time of launch.
“Our core customer is Gen Z and Millennials, so they’re living active, healthy lifestyles but they also want to look elevated as they go through their day, and are value-conscious,” said Okner, anticipating the new line could reach $20 million in sales during its first year on the market.
