Executives declined to comment on sales, although industry sources said the brand should hit $150 million in retail sales in 2022.
The brand, which was founded almost 11 years ago, banked on the white space in the market for hair care marketed to younger consumers. “Quite frankly, the saying ‘overnight success’ doesn’t apply to us,” Pagliarulo said. “We realized there was a hole in the market in hair care for the tween to college-age customer. They wanted effective and inexpensive products. Now, we’ve grown that category, we’ve grown that customer, and that customer has grown up with us.
The brand’s bright packaging and nomenclature help it stand out on shelves — “The colors are vibrant and attention-getting, but it does start with thinking back to listening to the consumer and entering categories and benefits spaces that they’re really passionate about,” Pagliarulo said — but Not Your Mother’s is betting on its web redesign to keep its foothold in the digital realm.
“Our brand naturally skews digitally, but we still believe we have a lot of room to grow. There’s a lot of changes that are happening in the digital world,” Miranda said.craze, is hoping to forecast other niche segments in the market for growth. “Our brand started with understanding where there is a real passion point with the consumer that we serve,” Pagliarulo said. “We actually started 29 years ago distributing
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