Daisy Fuentes Gets Back to Her Roots

2009-01-09 | 08:00

Former MTV VJ to launch hair care line.

She may be best known as former host of MTV, but Daisy Fuentes insists her first love was hair care, which may be why the VJ-turned-entrepreneur is getting back into the hair game with the launch of Daisy Fuentes Style Pro, a hair care line from Beautology Brands Company, Chicago, www.beautologybrands.com.

In a recent interview, Ms. Fuentes acknowledged that prior to becoming a VJ and model, she had gone to beauty school with the intention of becoming a hairstylist. It's no wonder why then she's entering the hair care category.

Daisy Fuentes Style Pro reaches stores in  March with nine SKUs that are all sulfate- and paraben-free. The products, which are priced at $7.99 and $9.99 and contain orchid and tuberose notes, are Smooth & Straight Conditioner and Shampoo; Curls & Waves Shampoo, Conditioner and Mousse; Ultra Deep Conditioner; All Day Hair Spray; Straightening Blow Dry Flat Iron Finishing Spray, and High Shine Finishing Spray.

In time, Beautology plans to launch a multicultural beauty brand featuring Ms. Fuentes.

Daisy Fuentes Style Pro is expected to enter 11,000-plus doors in its first year, including Walgreens and Rite Aid, and it's estimated first-year sales could be $12 million to $15 million.