The Highlight Reel: The haircare consumer of 2026

Automated webinar transcription

In this episode of the Highlight Reel, Highlight's Strategic Accounts Director Dilara Sharifi interviews haircare and beauty industry experts Charlene Patten, CMO of Not Your Mother's Haircare, and Dr. Cicely Shillingford, AVP of Product Development, Innovation & Regulatory at amika.

Read all the consumer insights revealing what today's haircare consumers want.

Please note that the following transcript was generated automatically and may contain typos.

 Hello everyone and welcome to the Highlight Reel. The Highlight Reel is a series where we'll dive deep into the topics that are relevant to product builders across CPG and retail. My name is Dilara Sharifi and I am an account director here at Highlight for our strategic accounts. And Highlight is a research platform that enables users to create products people love.

In today's episode, we'll be diving into the dynamic world of haircare. Haircare is one of the fastest growing categories within the beauty and personal care space. As consumer preferences are evolving and their unmet needs are really driving a lot of the product trial and supply side innovation that we're seeing today, to help us dig deep into these topics, we're so excited to welcome two very special guests.

To this episode first, Charlene Patten, who's the Chief Marketing Officer at Not Your Mother's Hair Care. Charlene leads the creation of insight-driven, culturally relevant brand expressions that resonate with both retail partners and consumers, specifically the Gen Z consumers that, that the brand is targeting today.

As a global marketing and innovation leader, Charlene has led some of the world's most iconic brands from folders, coffee to Gillette, Venus, Pantene, as well as some challenger brands like Herbal Essences and Claral, nice and Easy. Charlene is an award-winning marketer with campaigns and breakthrough launches with accolades and awards, such as the Canned Lions Cleo Award, and a top 20 TikTok culture driver, just to name a few.

Welcome, Charlene. We're so happy to have you. Thank you. I'm so happy to be here. We also have the honor of having Dr. Cicely Shillingford, who's the Associate Vice President of Product Development, innovation, and Regulatory at amika. Cicely, an accomplished material scientist and chemist who studied biochemistry at Canada's premier science and engineering school, the at the University of Waterloo.

She holds a PhD in chemistry from New York University. And prior to joining amika, Cicely worked at the prestigious Weiss Institute at Harvard where she was issued two patents for her work in bio-inspired materials engineering. She's authored several scientific publications spanning from structural biochemistry to colonial materials.

And with that work, all of that work led her to the world of cosmetic product development. In a previous role, Cicely also oversaw the product development for another well-known brand row in the health health tech space. Welcome, Cicely. We're so, so excited to have you here today. Thank you. Really happy to be here.

To get things started, we wanted to talk to you both about, um, everything going on in the haircare industry today. But before we do that, would love to know what brought you into haircare. Why did you choose this space to come into? And Charlene, maybe we can start with you. Yeah, absolutely. I love haircare.

I started my career in haircare and I can't seem to, get away from it. And I think it's because it is such an emotional category, every day at Not Your Mother's, we get these wonderful love letters that our consumers send us. They're literally handwritten. They talk about, how many, oftentimes it's a teen, how she hated her hair.

She discovered Not Your Mother's and now not only does she love her hair, but she loves herself. And it is exactly that, that I love about haircare. It's transformational. It's really meaningful. I'm a mom of two girls myself, and I love the impact that it can have on how we feel in our day to day.

Absolutely. Such a good point about the emotions that we get from our hair care. Cicely would love to learn more from you too, about your, your role here in the hair care space. Yeah, absolutely. Well, I'll start with a bit of my scientific training because it's, I feel like it's a kind of a full circle moment that I've landed in here based on some of the research I've done in my past.

I started my career as a materials engineer working on surface science. So essentially I was taking textile materials and transforming them to be super hydrophobic, so able to repel water. And the principles garnered from that kind of chemistry are very similar to how I think about creating smoothing products that repel humidity, for example.

Um, ultimately hair is a material, and that's how I view development and view product. And then I also have backgrounds in structural biochemistry as well. Um, I was a biochemist by training, which is the study of essentially amino acids and proteins and all the chemical reactions that happen in your body.

And um, I actually have a cystine tattoo, which is hilarious. Cystine is, starts with a C and so does my name. And Cystine is also the most important amino acid in the structure of hair. Mm-hmm. So I kind of feel like it was fate that I landed here because I've studied surfaces my whole life and materials my whole life.

And, um, as I, I used to do a lot more dermatological skincare when I was back at row, as well as dermatological haircare. So moving into hair styling and all the different categories that go with it was very intimidating for me, but I genuinely love developing for haircare because it's such a unique challenge.

I love what Charlene said about joy and emotion and how much that's tied to hair, which is so true and so much of how at amika, we think about hair as this joyful self-expression. Um. But I also just think it's so much more interesting 'cause you can wake up any day and think, okay, I want my hair to look this way, or I want my hair to look that way.

I have these goals. I come from hair that's fine, or thick or coarse or what have you. And there's so much diversity in the structure and chemistry of the hair, and also so much diversity in the self-expression of how you want to show up every day, which is so different from skincare. We all kind of have the same goals with skin.

You know, we want smooth skin with no acne and no wrinkles. Right. That's it. Yeah. With hair, it's about how we express our true selves and how we show up as our truest form. And there's so much identity tied to it, and that's what makes it so interesting to me scientifically and creatively because you know, you can have so many different goals and so many different substrates and I think it's such an exciting place to be and such a deeper connection with the consumer than.

And other, and other fields of personal care. Yeah, such a great point. And I have to just double down where it feels like we have both the creative and the science between the two of you with your marketing background, Charlene, Cicely, your very technical, scientific background, but also bringing that creativity of knowing what to do with these scientific formulas and products.

Um, just love having both of you and both your perspectives for the next 30 minutes or so. Um, would love to know how you both feel about. Coming from your both of your roles, what's really accounting for this growth and innovation we're seeing in haircare? We both just mentioned there's a lot of emotional tie, a lot of self-expression, creativity.

Um, Cicely, maybe you can start with what you think is really accounting for the growth and innovation from maybe a product standpoint or formulation or what, what consumers are looking for. Absolutely. I think there are a few things that I think about as it pertains to growth and innovation. Um, consumers are becoming so much more educated about their products and I think, you know, a couple key brands are responsible for this, but.

With hair specifically, especially in the post pandemic era where that was a very emotional time and you know, people were starting to lose their hair and they were experiencing stress. And stress is actually the primary driver of hair loss among women. Women experienced stress related hair loss very easily.

It's called telogen effluvium. So we saw so much more interest in care around hair, which. Didn't always used to be the case. You know, hair in, in, in our past was very, very much about performance and, and not very ingredient focused at all, and not really focused on technology and, and on emotional expression.

So we've transitioned into this era where. People are starting to care more about what goes in their hair products. Is it good for my health? Is it good for the environment? Is it good for the world? And I love that amika has always showed up really strongly as a brand in this space as well, we care about efficacy because it creates credibility.

And we were born and raised in the salon. Born and raised in the professional hair care space, but we also are so focused on joy and inclusivity and being at that perfect interface between nature and science, and that's really our sweet spot. And that's really meeting consumers where they are today.

Where it used to previously just be a lot about performance and that still really is the number one purchase driver for a product is consumers wanting it to work well for their hair type. But we're seeing increasingly that consumers are more interested in ingredients, that they're highly educated about skincare ingredients and starting to look for those cues and what they purchase.

Um, and because. We're a brand that's really focused on that perfect blend of creativity and science. It, it, you know, it makes so much sense for me to be where I am and, and, and with the brand and with am and bringing more of that scientific credibility because that's, you know, what consumers are looking for products that not only work well for their hair, but that are genuinely, genuinely good for the hair.

Um, that's where we've seen a lot of the shift. Yeah. Absolutely. Charlene, I see you nodding, nodding along. Would love to know your thoughts there too. Yes, very similar to Cicely. I think the growth from a trend standpoint comes from three areas, many of which Cicely spoke to. So one is the, influence of wellness and beauty.

We've seen it in multiple categories and no longer is hair care, just a functional, thing. As Cicely mentioned we have seen the importance of fragrance, of emotional benefits. And we've both launched both, uh, amika and not your mother's products that go in this area. So for us, it's Aura Boost and it's that moment of sanctuary in your shower when you know, you just like have a cleansing of your, soul, not just of your hair.

And, increasingly consumers are looking for that and seeking that. So I think that wellness and beauty fusion is definitely one driver of the growth. Another, both of you have alluded to, but the skinification of hair care is alive and well and how that really, for me, how that manifests is consumers looking for real results, right?

It's results first. that's what matters most. That part of that is looking for prevention over repair. And that I think is very much in inspired by skincare. And then the last one, which is not a skincare thing that I think is very much a haircare is it's fun. I think, you know, as serious as, beauty can be, there's always a counter trend and amika beautifully plays into this role.

I have mad respect for you and your brand, Cicely. it's fun and it should be fun. it's, a category that can play, and I think increasingly brands like not your Mother's as well, are, playing with that and bringing some new forms, new formats. New, ways to talk to consumers.

That's also driving the growth. Absolutely. Yeah. Such great points. I think your point about the ification of the hair care category is so true, especially as both of you have both to sort of touched on. Hair care has this aesthetics, it has its functionality, but there's also this element of longevity with your hair care and.

You know, we do a lot of things to our hair as women, between the coloring and the blow drying, but having products that you feel confident to really, you know, make your hair last longer. Cicely, to your point, less hair falling out, less damage, just like less of that look of the wear and tear that we sometimes put it through to look nice.

Um, definitely seeing that more and more in the hair care space. And Charlene, to your point with the different formats. Um, one thing that we've actually seen in some highlight research we've done, which you sort of just alluded to Charlene, was, um, what's really driving people to try different products in the category For a lot of these reasons, right?

There's experimentation, there's. Longevity and just making sure our hair is being taken care of. When we think about sort of who's driving the motivation and who's, who's really pushing the envelope and being open to these new formats and ways, we actually saw that Gen Z and younger consumers are driving a lot of that and encouraging a lot of that, and that they've said that they've purchased and used.

Things like a hair mask in the past six months, or a hair oil, about a third of of consumers and a third of the Gen Z consumers we spoke to said that they purchased a hair oil. Um, so that's, you know, just looking at that generation alone, a lot to say that there's a ton of space for innovation and new product formats in the hair care industry.

Um, how would you say that younger generations and younger consumers are sort of. Inspiring you or motivating you and your brands to consider these different products and types, knowing that there's different goals and different influences happening. Um, Charlene, maybe we can start with you. Sure. It is so inspiring and it's very, very different.

I will age myself. I started in haircare in the 1990s, so the difference between today and then is, is really, really fun. And I think it boils down to one fact within the Gen Z consumer, which is 70% of Gen Z and millennials, it's actually a little bit over claim. They have textured hair. Okay, so what does that mean?

It means a one size fit all approach. Absolutely does not work. And so there's hyper segmentation now in hair care. number one. Number two, to care for textured hair, you need far more than a shampoo and a conditioner. Far, far, far more right to really give it great hair. great quality. And these consumers are very educated.

They'll seek out education, as we've talked about. And so they need mousses, they need gels, they need oils, they need heat protectant, they need masks. Everything that you said. Is, I think, very much driven from the fact that, so many consumers today have textured hair and are willing to make that investment.

Um, and then I, I, the last part of that is in the old days there were big, big, uh, I was part of it. There were big, big companies that were owning the category. Was not very fragmented today. Uh, it is a highly fragmented, uh, category as you well know, and I think that's because so many of these wonderful scientists, you know, like Cicely, who's mind blowing your background, uh, can create a hair care product that serves this hypers segmentation in a way that the big guys, you know, who go for just one size fit all mass haircare, they really are servicing it to a lesser degree.

Um, and I think that's why they've become smaller and it's become such a segmented category, a fragmented category. Excuse me. Yeah. Uh, and so, yeah, I think Gen Z's, of course. Sorry, one more thing. The, the importance of the brand is also very much changed as a result. They go to communities, they go to social, they go to, uh, of course influencer authority, much more than brand authority.

And all of that has driven, uh, that the way you compete is can't look like it did in the 1990s. Totally. Yeah. Such a good point about what's changed in the last 20 years, 10 years, even last five years. I mean, Cicely, to your point about post pandemic routines and rituals that have really influenced where we're at today.

Um, Cicely would love to know more from you two, how you see the younger generation sort of inspiring or maybe influencing some of the ways that that products and brands can show up today. Yeah, absolutely. And I love the insight from Charlene about how many consumers are identifying as having textured hair.

I, I, I wonder what that statistic would've looked like 10 or 20 years ago, probably with the same. General demographic of people, but the assigning that as part of your identity in the era of hair straightening and, and all that, it just might have looked a little bit differently. I definitely know I have tons of friends that are, you know, in their mid to late thirties and like, oh, all of a sudden my hair is wavy and curly and I'm like, like, and probably was always like that.

You just, yes. We're just embracing it now so much that it was so damaged you couldn't tell so Right. I love that. And, and in our consumer segmentation data that we've done at amika, we know that we over index in consumers that have textured hair and identifies having textured hair and with among black and Hispanic consumers as well.

So, um, that, you know, that of course influences how we develop products in a few ways. Uh, you mentioned looking at different formats and textures and things like this. That's something that is really important to us as a brand is. We call it breaking the mold. Brooklyn, born and raised a little bit grungy.

We're always looking for interesting formats and textures, and we're very playful and very colorful in how we show up. You see it in our branding and in our expression of the brand. We have this big, bold pattern and, and Amico is one of the first companies to put patterns on hair tools. That's how the brand started almost 20 years ago of doing things really, really differently and, and being industry outsiders.

And I think that really right now just really resonates with the Gen Z consumer in a really meaningful way. So it's, it's so great to see that. You know, identity that they have something that's always kind of been intrinsic to how amika shows up as a brand. And then we also see that our consumers are really, really driven to purchase by emotional drivers and and lifestyle drivers.

They're socially conscious, they're highly engaged, they're prioritizing high quality products that align with their values and sustainability concerns. Um, they're spending a lot, but they're also really, really conscious about where they put their money. They want products that feel community driven and that, you know, align with the, and that, you know, make them actually feel emotions that are positive to them.

Yeah. And allow them to be daring and experimental and, product is becoming so social and, you know, I always say this. I feel like I have a few, like everyone has like their corporate catchphrases. Totally. Like co-create to innovate is something I say a lot because we really genuinely want to develop with our community.

We want our community to be the co-authors of our products and to bring in as many members of our community, especially our stylist community through the development lifecycle as best we can so that our consumers truly feel reflected in our products and. The perfect example of this is our amika. I love that because I know not your Mother's has the Aura Boost line.

We have the amika Aura fragrance. That's what our signature fragrance is called. Yeah. We launched our fragrance, in September and it's been really successful and we actually saw that. a large majority over half of consumers that purchased the fragrance were new to the brand, which is super exciting.

But yeah. Congratulations. That's very impressive for a new launch. Yeah, I know. It was, it was, it was in such high demand that we used to have a hair fragrance, and people were like sending emails to our CEO. All over our comments, when are you bringing this fragrance back? And so that was truly a product that we developed for our community to keep bringing them along.

Yeah. And otherwise, we just launched our body care collection yesterday, which is really exciting. Well, by the time this airs, maybe it'll be a few days past, but yeah. 90, over 95% of our consumers had requested body or were interested in seeing Amica body care. So again, like. Really, really focused on what our community wants and meeting them at their level and solving hair needs and skin needs that are, you know, directly from what our stylists and our consumers are telling us that they need.

And I think that does really appeal to that Gen Z consumer because, you know, they want their haircare and skincare to feel deeply, deeply personal. Absolutely. Such a good point. And I love this move of a haircare brand into skincare. There's a lot of this ification, you know, infiltrating all these other categories.

So it's really cool to see it sort of happen the other way. Um, one thing too that I think you've both sort of touched on is that importance of connecting with your consumers and bringing them along as you are. Coming up with your, any part of your campaign, right? Whether it's your marketing campaign, your product development, the design, um, and here at highlight, of course, that's sort of the heart and soul of what we do, is just making sure that products are created, great products are created for consumers to love.

And having that iterative testing happen with consumers, trying your products is so, so important. One thing that I think some brands might agree, and you both might agree or disagree, is that when you are so popular with a certain consumer group, like Gen Z for example, you both said is a really core consumer for you both.

Um, but you do see that there's needs across other cohorts or other, you know, segments like millennials. I think we touched on the needs of millennials for their hair care changes or Gen X. Um. How do you think about, you know, making products and marketing your products to be appealing to those who are interested in your brand, but have different needs?

Is there a way to do that? Can you serve multiple segments, or how do you feel like you're, you're finding the most success as you look at all these audiences and, and these different segments? Um, Cicely, maybe. We'll, we'll continue with you. Absolutely. The way that we approach this as a brand is we develop products and collections based on benefit.

yeah, of course we're looking at the consumer need and we're looking at what are the most popular consumer needs amongst various cohorts and demographics. But ultimately our collections are benefits focused versus focused on age or, you know, focused on specific demographic groups. We're focused on, you know, where do we see gaps?

That can fill a consumer need, whether that be volume or smoothing or repair or bonding or what have you. We really wanna focus on those benefits. because I think what we believe is that the benefits-focused haircare approach extends beyond generations and beyond age and, and, you know, beyond cultural groups and ethnic groups, you know, ultimately,

I can have fine curly hair and some days I want volume. Some days I want my hair to be really and smooth. Yeah, it really can, you know, benefits-focus can really just transcend all these different groups of people and generations. So that's how we think about development. of course, you know, there are certain things that just make sense for certain hair types or are super, super niche, but we're really focused on building products that are inclusive for all. Inclusivity is a massive pillar of the brand. Our tagline is, all hair is welcome. Now we've, you know, brought forth the ethos that all skin is welcome. Our body is well, are welcome through our body care campaign. And we really, really believe that. And although not every product in our portfolio.

We'll be suitable for every single consumer. I mean, it can't be, not every product can be right for everyone, right? We know that every person can find something that they need within the Omega portfolio. Yeah, so that's always how we think through development and how we think through ensuring that we're always staying relevant for the consumer, and that we're able to be part of their ritual and part of their journey throughout the course of their life.

I absolutely love that. I think that's such a great point on how this space particularly requires that, right? You have to be able to offer these benefits that are open to anyone experiencing them or, you know, looking for that need. Um, so love that point. Charlie would love to hear from you sort of on the same vein, you know, how you think about messaging and communicating and marketing to your core audience, which might be in this particular.

Generation, but keeping it open to, to welcome all. Would love to hear from you. Yes, it's similar actually. Uh, we believe we target a mindset, so we don't target Gen Z or millennial per se, but we go after women that want empowerment and, uh, a little moment of self-care and fun. And of course self-expression.

And so that can be my age, that could be my girl's age. And um, that's our starting point. But from a product standpoint, we then drill deeper and we know that consumers wanna solve a problem. And for us, we really go after what we call the hardest hair challenges that she faces. So curls is certainly one, uh, that we've tackled and we continue to tackle.

For me, it's flat hair, frizzy hair, fried hair, uh, you know, the kind of those universal truths that whether you have textured hair or not. They often, uh, there's kind of a green line how you may solve Frizz for me may look differently than Cicely, but frizz is still a challenge, right? So from those hard hair challenges, then we go after the, the products and the routines that can deliver a solution that she feels really comfortable with doing on her terms and in her way.

Uh, because we don't have the benefit of salons, we don't have the benefit of stylists, so we really try to focus on simplicity as well as a core pillar in addition to the inclusiveness that, uh, Amika also goes after. Yeah, such a good point. Cly, would you have anything to add there? It looked like you were leaning in.

I mean, I'm, I'm soaking it all up. I love that we have similar philosophies around development and it seems like we have very similar consumers, which I think is beautiful. And I mean, ultimately we want everybody to feel seen and to find themselves in our products in some way, shape, or form. Um, and that, you know.

It funnels through our development, it funnels through our marketing, but also in how we choose ingredients for products as well. Right. Um, we are a B Corp certified brand, which I'm really, really proud of. We have an amazing corporate social responsibility, or I always ESG, environmental social governance.

That's the team, um, led by my incredible colleague, Jamie, and something that's. I'm really proud of is that we onboarded a regenerative agriculture company called Forested when we launched the body butter that we launched this week, and forested facilitates the entry of small holder farms and small farming communities from East Africa, and they've enabled them to get their shea butter into the US supply chain for cosmetic use.

They also have a food related company, which is where they started, where they have other food ingredients. So we worked with them to bring their shea butter into our body butter and source from a regenerative source, which they, they have all these initiatives that are focused on properly caring for the soil and composting and ensuring that it's gonna be healthy for multiple generations, enriching the communities that are engaged with these farming practices and ensuring that workers are well paid 'cause we really believe that.

If the ingredients that you choose are responsible and we can feel good about them, it genuinely creates better products that are better for you. I, I always liken it to like ultra processed food versus like, yes, apple. You know, like if Right. Farmed beautifully and communities are enriched and you feel good about the product, it's probably also gonna be better for you.

And um, exactly. So we really believe in, in weaving the inclusivity and responsibility through from the ingredients and how we research and source all the way through to the finished product and how it comes to life and our go to market. Yeah. Um. Yeah. That's incredible. Yeah. So here at Highlight, we work with a lot of food and beverage brands and I've heard them speak a lot.

And just through being a consumer myself, regenerative ingredients are so popular in food and beverage ingredients. But, um, hearing you talk about the relevance to the beauty products we use is so eye-opening. So thank you for, for sharing that. Um, and that's such a beautiful thing to think about, right?

The longevity of the products we're using and how they're developed even, um. Really, really interesting. Thank you, Cicely. Um, before we wrap up for today, I just wanted to ask you both one last question. We talked a little bit about how things have changed over the 5, 10, 20 years in the haircare industry, and you've both mentioned some really exciting things that each of your brands have done very recently.

If there's anything, you don't have to spill the beans or expose anything too soon, but anything you're most excited about in the next. Five years or so to come to come in the hair care space. I am excited about the con. I mean, we we're seeing year over year that interest in responsible sourcing, although I feel like it's still nascent and not something the consumer thinks about a ton, but.

Not yet. It's growing. Yeah. Like the hierarchy for our consumers in terms of what they care about as it pertains to ingredients is that they, that the product works well for their hair type, first of all, and then they start to care about health and safety for themselves, their families, their pets, and then they start to care about the environment.

They care about cruelty free a lot. Yeah, we're seeing a vegan reversal, you know, it's not that important to the consumer anymore. And then we start to get into like the B core and the responsible sourcing and things like that. And, and I'd love to see that awareness continue to grow in terms of how important responsible sourcing and ethical sourcing is.

Yeah. For the world. I mean, obviously like on a personal level, I'm, I'm. You know, separated from the brand. Like I'm very conscious about worry shop, I'm like a farmer's market girly, you know? Yeah. I'm always there. Love that. Yeah. You know, learning about where things come from and paying attention to labels and stuff like that.

Truly from a responsibility standpoint. 'cause I really believe the more we enrich the local communities that we're a part of the better world we live in, um, you know, again, on a personal level, but, but I mean, it's so important for amika as well, like not, brands are not, you know, finding small holder farms in East Africa and enabling their shea butter to enter the supply chain by helping them get all their regulatory documents filed and fine through pls and like, that's just not something we see a lot of our peers doing.

And so as we bring more attention to these kinds of initiatives, I hope the consumer, as they've been more educated about ingredients, also starts to become more educated about where things come from and Right, just to put pressure on the industry to be more ethical, be more responsible. 'cause there's always so much more that we can do and so much further we can take sustainability initiatives and that.

That future really excites me. Yeah, bio-based ingredients and, you know, continuing to look at clean ingredient. We've been a clean brand for a super long time, but continuing to define what that means for us and how that relates to human health and safety and the longevity of the earth. That's, that's what gets me really excited.

And, um, I'm really proud to be with a brand that invests and puts our money where their mouth is as it pertains to responsibility and, and ethical sourcing. Yeah, you've excited me about it. That's, that's such a great, uh, great point to make. Charlene would love to hear from you too. Yeah, I agree with everything, uh, Cicely said for sure.

Uh, in the next five years, I'm also really excited about AI and how that's gonna evolve the way we connect and educate, uh, our consumers, or they educate us frankly. Um, highlight is a great tool, um, as one example, but there are many that are evolving. Um, where will communities come from in a world of GEO and, um, not just SEO and how will brands connect with them, I think is really, really fascinating.

Um, I, building off of the environmental aspect, waterless is certainly an area that is slowly starting to emerge and is very exciting in haircare and in beauty overall. Uh, and then, you know, just the continued ingredient evolution. Peptides right now are incredibly powerful, incredibly hot, and certainly born outta skincare and, and healthcare.

Uh, and continuing to see where that goes and how that blend of wellness and beauty happens. That's not going away. And in my view, I think that's here to stay and really exciting to watch. Yeah. Awesome. Such great points about all the things from product to meeting people where they are to. Technology is just making things better and better.

Um, thank you Charlene. Sadly, we are just about out of time, but I know we've talked about so many things in this 30 minute span, and I'm walking away with learning so much. I hope you both, um, feel the same way, just having this intimate conversation together. We're really excited, um, speaking on behalf of everyone to see what else is to come from Amika and not your mothers.

Um, so excited to see what's next. For our viewers, you can follow these brands, not your mothers.com and love amika.com. You can get a full readout of the highlight research that we've referenced here in the haircare category at let's highlight.com and Cicely. Charlene, just thank you both again so much for joining us.

Thank you everyone for watching, and we'll see you all at the next Highlight Reel.