Indie hair brand Mixed Chicks, which caters to the needs of those customers with multiethnic curls, has entered the mass market.
“We are thrilled to offer Target’s guests the full line of Mixed Chicks products,” said Kim Etheredge, cofounder of Mixed Chicks, which is cruelty-free and vegan friendly. “[We] created the brand to be effective on an assortment of tresses and we feel Target’s [customers] will appreciate this unique offering.”
The full line of 11 stockkeeping units began rolling out to Target and target.com in May and will be available in 715 Target doors by July.
The range is priced between $4.99 and $19.99 and includes products like a Straightening Serum, Gentle Clarifying Shampoo and Detangling Deep Conditioner.
“At Target, we’ve been focusing on meeting a variety of our guests’ needs for years — everything from Hispanic, African-American, natural, organic, premium and everyday values,” said Christina Hennington, divisional merchandising manager for Target’s Beauty Division, who added that Target has tripled the space dedicated to African-American and multiethnic brands over the past few years. “We have a very compelling assortment of salon brands that are not widely distributed.”
