Rōz has inked a new retail partnership.
The four-year-old brand founded by celebrity hairstylist Mara Roszak is launching in Sephora, starting digitally Tuesday and then rolling out to endcaps in more than 60 doors before the end of the month.
Roszak has had a busy start to the year, between chopping Emma Stone’s hair into a pixie for the Golden Globes — she used the moment to launch her new styling cream — and the growth of the brand, which industry sources anticipate to reach $20 million in global retail sales this year.
For Roszak, though, the two go hand-in-hand. “What’s resonating is the performance of the product, and for me, it came from a need,” she said. “I was creating products that I couldn’t find and that I needed in my kit, and also my clients needed as well.”
That thought process has served Roszak well, who counts clients like Zoe Saldaña and Brooklyn Decker as investors. With star power on one hand and product performance on the other, she’s ready to add to her roster of retailers, which currently includes Credo and Goop.
“Sephora is something we’ve been working towards. They have incredible loyalty, amazing brand-building abilities and exposure. They’re always on the forefront of what’s innovating and filling a space for their client,” she said. “Rōz fits nicely into that, filling a gap between clean and professional brands.”
In tandem with the specialty retail move, Roszak is also focused on the professional channel, which she said she’s grown “in a very grassroots way. We go direct-to-salon, there’s a lot of high-touch ownership there, and the pros loving our brand is the ultimate seal of approval.”
Sephora is taking the full brand expression, including shampoo and conditioner, a mask, lifting sprays, styling cream, a styling oil and the brand’s hero Milk Hair Serum.
“We are thrilled to partner with Rōz and introduce their clean, high-performing hair care line to our clients,” Jennifer Lucchese, vice president of hair merchandising at Sephora, said in a statement. “Rōz embodies a mindful approach to hair styling by offering clinically proven, elevated products that are inspired by nature and support all hair types.”
Roszak has taken an essentialist approach to product development; the brand is only meant to comprise the fundamentals. She’s anticipating shampoo and conditioner, key entry points for the brand, to perform, as well as the bestselling hair serum.
“Rōz is all about effortless styling, working with your hair rather than against it and continuing to educate is something I can easily offer,” Roszak said. “Styling is something I want to continue to focus on because it’s my background, there’s just more to do as well.”
