01.05.22
Demert Brands/Not Your Mother’s
Bethany Pagliarulo, Founder
Founded: 2000
Smooth Moves is a new line for Not Your Mother’s.
Where did the name Not Your Mother’s come from and were other names in contention?
Credit goes to my husband Rocky, who came up with the concept and the name. He realized there was a hole in the market for the teen to college-age consumer. This hair-involved young woman wants high quality products but needs them to be affordable. In thinking about this target consumer, with all respect, she loves her mom but wants to have her own look and products that look and feel young and fresh. When Rocky came up with Not Your Mother’s, we all thought it was so intuitive and gave us a brand platform with a big bandwidth.
How has Not Your Mother’s evolved over time?
While our brand has grown from one product (Clean Freak Dry Shampoo) to multiple collections (Beach Babe, Curl Talk, Blonde Moment, Triple Threat Brunette, etc), we’ve always stayed true to our core, which is high quality products and ingredients, fun names and packaging, a fabulous fragrance experience and all at a great value. It is critically important to maintain those things that are true to us. But as we’ve grown, we’ve had the opportunity to respond to our consumer and what she wants. We’re so fortunate to hear from them, both in terms of what they are and are not looking for.
What is your hero and why do customers love it?
My absolute hero product is our first product, Clean Freak. I created it because I’ve always had to wash my hair every day. I said if we can do a dry shampoo that allows me not to have to wash every day and still feel like my scalp is clean, then I have a winner. We went through 6-7 formulations before we came up with the product that became Clean Freak. It was a life changer for me personally. My second love is the Way to Grow line, that works at the follicle for longer, stronger hair.
Every brands has missteps. Can you share one?
Since day 1 we’ve tried to be innovative with our products and do things that are outside mass or are coming down the line. Sometimes that’s led us to be too far ahead of the pack without the financial wherewithal as a smaller company to push the product. Déjà vu Cream was an amazing product that helped hold your style for more than one day, but it was so unique, consumers didn’t understand what it could do.
What is the biggest challenge NYM faces right now?
Right now, we’re struggling with what lots of brands are struggling with and that’s with sourcing ingredients. We’re incredibly picky. Our standards are high and won’t make substitutions unless there’s something comparable or better to our great formulations.
What has you most excited about 2022?
Without a doubt I’m most excited about the upcoming introduction of our Smooth Moves collection. With our success in Curl Talk we thought it was time to take our knowledge and address the consumer who was looking for the glossy smooth look and help her have her best hair day. I’ve been using it every day and now simply can’t do without it. It’s game changing, especially the Smooth Moves Lamellar Water, which does an incredible job amplifying shine leaving behind the soft silky strands with just one rinse.
Bethany Pagliarulo, Founder
Founded: 2000
Smooth Moves is a new line for Not Your Mother’s.
Credit goes to my husband Rocky, who came up with the concept and the name. He realized there was a hole in the market for the teen to college-age consumer. This hair-involved young woman wants high quality products but needs them to be affordable. In thinking about this target consumer, with all respect, she loves her mom but wants to have her own look and products that look and feel young and fresh. When Rocky came up with Not Your Mother’s, we all thought it was so intuitive and gave us a brand platform with a big bandwidth.
How has Not Your Mother’s evolved over time?
While our brand has grown from one product (Clean Freak Dry Shampoo) to multiple collections (Beach Babe, Curl Talk, Blonde Moment, Triple Threat Brunette, etc), we’ve always stayed true to our core, which is high quality products and ingredients, fun names and packaging, a fabulous fragrance experience and all at a great value. It is critically important to maintain those things that are true to us. But as we’ve grown, we’ve had the opportunity to respond to our consumer and what she wants. We’re so fortunate to hear from them, both in terms of what they are and are not looking for.
What is your hero and why do customers love it?
My absolute hero product is our first product, Clean Freak. I created it because I’ve always had to wash my hair every day. I said if we can do a dry shampoo that allows me not to have to wash every day and still feel like my scalp is clean, then I have a winner. We went through 6-7 formulations before we came up with the product that became Clean Freak. It was a life changer for me personally. My second love is the Way to Grow line, that works at the follicle for longer, stronger hair.
Every brands has missteps. Can you share one?
Since day 1 we’ve tried to be innovative with our products and do things that are outside mass or are coming down the line. Sometimes that’s led us to be too far ahead of the pack without the financial wherewithal as a smaller company to push the product. Déjà vu Cream was an amazing product that helped hold your style for more than one day, but it was so unique, consumers didn’t understand what it could do.
What is the biggest challenge NYM faces right now?
Right now, we’re struggling with what lots of brands are struggling with and that’s with sourcing ingredients. We’re incredibly picky. Our standards are high and won’t make substitutions unless there’s something comparable or better to our great formulations.
What has you most excited about 2022?
Without a doubt I’m most excited about the upcoming introduction of our Smooth Moves collection. With our success in Curl Talk we thought it was time to take our knowledge and address the consumer who was looking for the glossy smooth look and help her have her best hair day. I’ve been using it every day and now simply can’t do without it. It’s game changing, especially the Smooth Moves Lamellar Water, which does an incredible job amplifying shine leaving behind the soft silky strands with just one rinse.
