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Gen Z Brand ‘Being Haircare’ Expands at Target

Being was born to finesse and de-stress what you already have, rather than trying to make it something it's not.

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By: Rachel Klemovitch

Assistant Editor

After a buzzy debut in 2024 via exclusive partnership with Walmart, Being haircare expands its US footprint, joining retail giant Target with five new launches designed specifically for waves, curls, coils, and frizz.

An independent consumer study showed that over half of the people surveyed could not identify their hair type. Even more staggering was that 79% of respondents said it is difficult to find products tailored for their specific hair type and needs.

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 Haircare is now reaching even more consumers nationwide, making inclusive, high-quality haircare more accessible than ever before.

New Products at Target

  • Goodbye Frizz Mousse
  • Curl Power Detangling Milk
  • Curl Power Mousse
  • Curl Power Smoothie
  • Max Moisture Mousse

Being believes haircare should meet you 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 was born to finesse and de-stress what you already have, rather than trying to make it something it’s not.

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