Hairitage by Mindy McKnight, a pioneer in inclusive haircare, announced today the launch of its latest Damage Recovery collection, exclusively available at Walmart stores nationwide and on Walmart.com. Hairitage is the first clean haircare brand to introduce the damage recovery collection at the retailer, addressing the growing demand for this category among its consumer base.
“As a brand, Hairitage strives to cater to the diverse and changing hair needs of today’s families,” says Mindy McKnight, Hairitage Founder and CEO. “With the growing demand for products that address hair damage, whether caused by color processing or environmental factors, we delivered an easy-to-use 3-step regimen formulated with biotin and castor oil that helps restore, strengthen, and protect dry, damaged hair.”
The Hairitage Damage Recovery collection – a shampoo, conditioner, and leave-in treatment – provides cleaner formula solutions for consumers to transform their dry, damaged, or brittle hair to visibly healthier, shiny strands. Each product is formulated with a proprietary restorative complex that strengthens hair up to 3x and helps mend bonds.
Based on clinical studies, the products in the Hairitage Damage Recovery regimen have proven to:
Shampoo & Conditioner:
- Reduce and temporarily repair 82% of split ends
- Completely close 50% of split ends
- Make hair visibly shinier by 45%
- Restore and detangle both normal and bleached hair while adding moisture
- Result in stronger looking hair with continued usage
Leave-In Treatment:
- Reduce and temporarily repairs 96% of split ends
- Completely close 76% of split ends
- Restore and detangle both normal and bleached hair while adding moisture
- Result in stronger looking hair with continued usage
Mend to Be Damage Recovery Shampoo ($9.94 for 13 fl. oz. / 384 ml): Formulated with a high-performance restorative complex and enriched with biotin, castor oil and rice protein, Damage Recovery Shampoo cleanses, strengthens, and renews dry, damaged hair. Leaves hair more resilient, manageable, and healthier looking.
Mend to Be Damage Recovery Conditioner ($9.94 for 13 fl. oz. / 384 ml): Formulated with a high-performance restorative complex and enriched with biotin, castor oil and rice protein, Damage Recovery Conditioner nourishes, hydrates, and strengthens strands. Leaves hair looking shiny, healthier looking, more resilient, and manageable.
Mend to Be Damage Recovery Leave-In Treatment ($9.94 for 5 fl. oz. / 148 ml): Formulated with a high-performance restorative complex and enriched with biotin, castor oil and rice protein, Damage Recovery Leave-In Treatment helps improve the appearance of split ends and leaves hair feeling smoother, more manageable and healthier-looking.
“The consumer interest in the repair haircare category has been on a steady increase, across both mass and prestige segments, and we’re proud to be on the cutting edge of innovation, delivering effective yet accessible solutions,” says Piyush Jain, Maesa CEO. “As one of the leading haircare brands at Walmart, Hairitage is committed to offering cleaner, high-performing formulas and this new collection fills the white space in the market, while providing a one stop shop solution to consumers with dry, damaged hair.”
