This Sunday, vegan and cruelty-free haircare brand Odele is launching three new products and expanding its distribution to an additional 500 Target stores nationwide—for a total of 1,500 stores. Minneapolis-based entrepreneurs Lindsay Holden, Britta Chatterjee, and Shannon Kearney came together last year to fill a missing gap in the haircare industry, namely for salon-quality products with clean ingredients at accessible price points. “His, hers, mine, ours … our shower shelves were overcrowded with bottles, jars, and tubs for me, my husband, my kids. It felt excessive,” Holden, a former Senior Buyer at Target, said. “We all wanted safe, high-performance, straightforward products—why wasn’t there a brand that addressed all of our needs, in one? … That’s where the idea for Odele was born.”
Inspired by “å dele” which translates “to share” in Norwegian, Odele initially launched at 1,000 Target locations to provide a carefree, easy solution to everyone’s personal hair care routine. The brand currently offers dermatologist-tested, sulfate-free shampoos and conditioners developed based on needs by hair type (volumizing, smoothing, and curl-defining), plus three treatments (Texturizing Sea Salt Spray, Leave-In Conditioner, and Air Dry Styler), all priced at less than $11.99. Additionally, all of the brand’s products are lightly fragranced with a natural, gender-neutral blend of cucumber, oakmoss, and ylang-ylang.
Odele’s new vegan beauty products at Target
In conjunction with its expansion to additional stores, Odele is adding a trio of products—available exclusively at Target—to their curated collection. The new launches include a deep-cleansing Clarifying Shampoo ($11.99) meant to be used once per week; a non-aerosol Dry Shampoo ($11.99) which extends hairstyles, adds volume, and helps with scalp itchiness between washes thanks to plant starches such as corn and arrowroot; and a multi-purpose Leave-in Detangling Tonic ($10.99) that detangles and nourishes hair and protects it from heated styling tools. “We’re firm believers that crazy good doesn’t have to mean crazy expensive,” Holden said. “Clean [products] should be the industry norm and not the exception.” With minimalist packaging in gender-neutral tones, Odele also hopes to create an inclusive and approachable brand for those looking for new products to incorporate into their daily routines.
This post was originally published on VegNews.com.
