CEO Lauren Vesler shares an exclusive look at how to pioneer “bioprotection” in haircare and, eventually, across all beauty categories.
The new venture, Goddess Maintenance Co., is unveiled this week and unites four accomplished founders with a proven track record. Entrepreneurs and sisters Lauren Vesler and Manda Mason have transformed nail care with The W Nail Bar. Haircare innovators Edward Connaghan and Denise Russell are the brand architects behind the global rise of Olaplex and K18 Hair. Together, they aim to disrupt the beauty industry with a brand driven by innovation and sustainability, pioneering biotech-powered, eco-conscious solutions.
– We exist to help practice and experience self-love. We’re a head-to-toe beauty brand and see a world of individuals practicing self-love daily, radiating their ’inner Goddess,’ CEO Lauren Vesler explains, continuing,
– We are starting with our first product: BioTech Blowout, a leave-in restorative hair mask, and first out in a new category of haircare known as BioProtection. We utilise our proprietary Goddess Molecule to provide solutions for a number of ongoing issues such as style retention, frizz, heat, pollution, thickness, and repairing the overall strength of hair. All with zero processing time.
It’s such a saturated market. How do you wish to stand out?
– With BioProtection, we have created a new category in beauty, to maintain the only accessory you never take off. Normally, you would need 3-5 products to achieve even a fraction of what we are achieving with 1 product. Our goal is to simplify the user experience both in-salon and at-home with no additional time.
How will it be rolled out?
– We are launching on all channels globally. We are focusing on the pros, offering a pro-only size and a take-home size for the consumer. There will be a lot of education and trainings as we launch as well. Understanding why this product is so special and different is a key importance. Additionally, we have amazing distribution partners that will make this launch and brand a success.
What are your next steps?
– We are dedicated to celebrating and empowering professionals, Vesler shares. We recognise their needs and are committed to developing innovative products that fill the gaps in the industry. Our vision is to build a global, head-to-toe beauty brand with hero products in every category. Powered by our proprietary Goddess Molecule, every formulation will deliver exceptional results. As we continue to launch groundbreaking and distinctive products, we are shaping a beauty brand unlike anything the world has seen before.