After a buzzy debut in 2024 via exclusive partnership with Walmart, being haircare, the community-led haircare brand made for every type and texture, expands its US footprint joining retail giant Target on February 1, 2026 with five new launches designed specifically for waves, curls, coils, and frizz. An overwhelming number of people are either satisfied with their current hair care options or unclear about which products they should use to satisfy their individual hair needs. An independent consumer study showed more than half of people surveyed could not identify their hair type.
Even more staggering was that 79% of responders said it is difficult to find products tailored for their specific hair type and needs. At launch, being became the #1 new shampoo and conditioner brand in Walmart, and continues its success with 1 unit sold every 11 seconds in the U.S. The brand's goal is to allow people with all hair types, textures and needs to buy from one brand, in one aisle, on one shelf, at an accessible price point. With the expansion into Target, being is now reaching even more consumers nationwide, making inclusive, high-quality haircare more accessible than ever before.
being believes haircare should meet where you are with formulas targeted to your hair type. Whether your hair is curly and coarse or fine and flat, being aims to de-stress, define, and elevate every type and texture without complicated routines or inflated price tags. being born to finesse and de-stress what you already have, rather than trying to make it something it's not.
This expansion into Target follows the entrance of select being haircare products into Ulta Beauty, Amazon, CVS and more with assortments varying by partner.
