LONDON — Goddess Maintenance Co., a biotech beauty brand that aims to bridge the gap between hair repair and long-term maintenance, is pressing its proprietary molecule into action with the launch of a debut shampoo and conditioner.
The BioTech Blowout shampoo and conditioner, which launch on Tuesday, have been formulated to complement the brand’s first product, the Leave-in Restorative Mask, which launched last year and is now available in more than 100 countries, with a strong presence in professional salons.
Related Articles
The shampoo and conditioner are the first in a string of launches this year that use the company’s Goddess molecule, which has dual-peptide technology allowing it to repel excess moisture and attract hydration where needed.
Developed with the biomaterials innovation company Bolt, the formulation emulates the properties of spider silk, which is known for its strength and flexibility. It creates scaffold-like structures that wrap around strands and penetrate the cuticle and cortex to strengthen the hair, defend it against environmental and chemical damage and preserve its elasticity and resilience.
The launch of the shampoo and conditioner also signal the company’s intentions to speak to consumers, as well as professional salons.
In an interview, cofounder Lauren Vesler said 2026 will be the year that “Goddess goes from a product to a brand. We’re going to build the ‘bioprotection’ category further and move into new markets.”
She added: “There are more products in the lineup, and more amazing technology. We are constantly developing molecules and looking at technology.”
Vesler describes the shampoo as a “treatment” that removes buildup and strengthens the hair while it cleanses. The conditioner, she added, provides stronger, smoother, more protected hair without the use of heavy silicones.
The shampoo and conditioner are priced at $36 each, while the mask costs $40. In the U.S., Goddess is sold through specialist distributors such as CosmoProf, Paramount Beauty and Armstrong McCall and direct-to-consumer on Amazon. In the U.K. it is sold through Salon Promotions and Sally Beauty.
Vesler declined to comment on company revenue or give sales projections, but according to industry sources, the business is on track for revenue of approximately $20 million in 2026, with the shampoo and conditioner set to generate around $10 million in first-year sales.
Goddess Maintenance Co. was cofounded by Vesler and her sister Manda Mason, the entrepreneurs behind W Nail Bar, an Ohio-based chain of nail and beauty salons. The other two cofounders are Denise Russell and Edward Connaghan, beauty investors who also had stakes in Olaplex and K18.
Last year, Goddess received a multimillion-dollar minority investment from Iris Ventures, which the cofounders said would go toward accelerating Goddess’ pipeline of innovation, expanding its salon partnerships and extending its worldwide presence.