Private Label Firm Mana Goes Direct To Consumer

Private label manufacturer Mana is rolling out its own proprietary brand to consumers. Billed as being at the intersection of haircare and cosmetics, the new line called Hush is launching with two DIY haircolor products that will be sold exclusively at Sephora and QVC.
 
“Mana is known for making products for some of the world's biggest beauty brands. This gives us a unique insight into what people want but are unable to find on shelves,” said Emma Froelich-Shea, general manager for Mana Brands. “We know that DIY dominates today's beauty landscape and that consumers are looking for Insta-worthy ways to express themselves. With Hush, these hair-transforming results are within reach.”
 
“At Mana, we pride ourselves in being the color experts – with three of our four labs devoted to manufacturing color cosmetics. Through our experience, we saw a void in the market; we saw a lot of makeup products being remarketed as hair products but never saw true color cosmetics for hair,” noted Victoria Colangelo, senior VP of product development at Mana. “We leveraged our know-how in color cosmetics and challenged our labs and salons to innovate, validate, and test new chemistries to create this concept of makeup for your hair.”
 
The first two Hush products are Prism Airbrush Spray and Fill Seeker Hair Plumping Fibers.
 
Prism Airbrush Spray provides a “kaleidoscopic hair color for those who are not quite ready for the commitment of permanent, vibrant hues,” according to Mana. It will be stocked exclusively at Sephora and Sephora.com in seven shades.
 
Fill Seeker Hair Plumping Fibers features is described as a “revolutionary formula that instantly hug every strand with magnetically charged micro-fibers for instantly fuller, plumped up hair – increasing strand diameter by up to 33.8%,” according to Mana. The SKU will be available on Sephora.com and QVC.
Mana’s Hush has also enlisted its own celebrity stylist as an ambassador.
 
Prices for the proudts range from $24-34.