V&Co. Beauty’s Skincare-Inspired Hair Launch Taps $36B ‘Skinification’ Trend

V&Co. Beauty has solidified its position in the haircare market with the March 2025 launch of three peptide-infused shampoo and conditioner collections—Moisture, Smooth & Shine, and Volume. These lines aim to meet diverse hair needs through science-backed formulations, continuing the brand’s mission to democratize skincare-inspired innovation for hair health. Priced between $7.99–$8.99 per 12 oz bottle and available at major retailers like Walmart, Target, and Amazon, the expansion builds on V&Co.’s award-winning legacy, which includes the 2024 Marie Claire Hair Award and NewBeauty 100 Award.

At the core of the new collections is V&Co.’s Proprietary Peptide Blend, a blend of peptides, amino acids, proteins, and vitamins designed to treat hair and scalp with the precision of skincare. Each line addresses specific concerns:

The Moisture Collection leverages coconut water to replenish hydration, ideal for dry or damaged hair. The Smooth & Shine Collection combines argan oil and avocado oil to enhance softness and reduce frizz, catering to those seeking glossy, manageable hair. For those needing structural support, the Volume Collection incorporates collagen to add lift and body, particularly beneficial for fine or thinning hair. All products are clinically and dermatologically tested, free of sulfates, parabens, and dyes, aligning with clean beauty standards. Co-founder Mike Redmond emphasized the brand’s ethos, “We’re empowering consumers to achieve healthier hair through accessible, targeted solutions.” This focus on affordability without compromising efficacy reflects V&Co.’s commitment to bridging the gap between premium ingredients and mass-market accessibility.

The launch strategically taps into three transformative trends shaping the $36.67 billion global haircare market:

1. Peptide Dominance
   Peptides, renowned in skincare for their collagen-boosting and reparative properties, have surged in haircare. Google searches for “peptides” rose 37%in early 2025, driven by consumer demand for multifunctional ingredients that strengthen hair follicles and improve scalp health. V&Co.’s formulations capitalize on this shift, offering peptide benefits at a fraction of the cost of luxury brands.
2. The “Skinification” of Haircare
   Consumers increasingly treat their scalp as an extension of their skincare routine, prioritizing ingredient transparency and clinical validation. Dermatologists note this trend has heightened demand for products with proven efficacy, a niche V&Co. fills with its rigorously tested formulas.
3. Personalization
   With 67% of shoppers seeking products tailored to their hair type, V&Co.’s targeted collections cater to individualized needs. The brand’s approach aligns with projections that the cosmetic peptide manufacturing market will reach $434.1 million by 2035, as customization becomes a cornerstone of modern beauty routines.

V&Co. distinguishes itself through a dual focus on scientific rigor and ethical accessibility. Its peptide blend rivals high-end competitors like Olaplex and K18 but retails at a fraction of their price points. This strategy has secured shelf space at over 8,000 retailers, including CVS, Kroger, and H-E-B, alongside e-commerce giants like Amazon.

Key pillars of differentiation include

• Science-Backed Claims: Clinical testing and dermatologist approvals build consumer trust, particularly amid tightening regulatory scrutiny of haircare marketing.
• Eco-Conscious Formulations: Vegan, cruelty-free, and free of harsh chemicals, the products resonate with Gen Z and millennial values.
• Family-Owned Authenticity: Unlike corporate conglomerates, V&Co.’s family-owned structure emphasizes “individuality,” a selling point for shoppers seeking brands with relatable narratives.

With the U.S. haircare market projected to grow 5.4% annually through 2029, V&Co. plans to expand into scalp care and sustainability initiatives. Redmond hinted at future innovations, stating, “This expansion is just the beginning.” Potential developments include biodegradable packaging or waterless formulations, aligning with consumer demand for eco-friendly practices.

By merging scientific innovation with affordability, V&Co. is redefining expectations for mass-market haircare. As peptides become beauty’s next frontier, the brand’s ability to deliver clinical results at accessible prices positions it to lead the next wave of personal care evolution.