18.03.24
5 min
Video

Glaze has landed in Target!

Fast-Growing UK Hair Brand Glaze Set To Shake Up US Hair Category, Launching Into 354 Target Stores Nationwide and Online

New York, NY (February 26, 2024) - Fast-growing UK hair brand Glaze - a subsidiary of parent company Waldencast UK Limited - expands its presence in North America with its first US physical retail partner, launching with Target starting today into 354 brick and mortar stores nationwide and on Target.com.

Founded in 2021, Glaze creates accessible, easy-to-use, high-performance hair products that deliver confidence boosting, salon-worthy, glossy hair all day, every day. The brand is PETA-Certified Vegan & Cruelty-Free making it well positioned to capture the hearts of Zillennial, and the Target shopper. The brand first launched with a category game-changing semi-permanent color conditioning gloss with its distinctive, easy-to-use squeezy round bottle. They have since expanded the range into Care with GlaziPlex 4-IN-1 Super Bond Repair Treatment in September 2023 with new innovation to come being announced Spring 2024.

Rolling out into Target, and supported with a nationwide US influencer campaign will be: SuperGloss Conditioning Gloss ($18.00 RRP): like a tinted moisturizer for the hair, SuperGloss is powered by KINDColor Technology to condition, care, hydrate and repair the hair as it colors for healthier, glossier, more vibrant hair in 10 minutes. In 16 shades, from a universal gloss to specific shades for highlights along with blondes, brunettes & redheads. Five of the brand’s best-selling shades will be available in-store – universal Sheer Glow, Brilliant Bronde, Glaze Cherry, Sleek Espresso and Luminous Liquorice.
GlaziPlex 4-IN-1 Super Bond Repair Treatment ($22 RRP): infused with our QuadBond Technology, this conditioning treatment transforms damage to shine in just four minutes. It protects, strengthens, protects and glazes, and designed to treat all four types of damage from styling and color to chemical and heat.

Waldencast Brands Chief Business Officer, Dani Viloria says, “At Glaze we are all about providing accessible, easy-to-use, high-performance products with head-turning hair results. We are so excited to be launching with Target, a retail partner who shares our vision to help US consumers nationwide achieve salon-worthy results right from their own shower.“

About Glaze: Founded in 2021, Glaze creates accessible, easy-to-use, high-performance hair products across color, care and styling that deliver confidence boosting, salon-worthy, glossy hair all day, every day. With care at their core, they are PETA-Certified Vegan & Cruelty-Free and have no parabens, no sulfates and no ammonia in any of their products. Available in the US on Amazon & Glazehair.co and in the UK on Amazon and in Superdrug.

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