Carolyn Aronson launches new haircare brand targeting Gen Z

Carolyn Aronson, the founder of professional haircare brand It's a 10 Haircare, has launched a new affordable haircare line targeting Gen Z consumers looking to prioritise sustainability and ingredient integrity.

The brand is called Cloud Haircare and marks Aronson's first mass-market venture as the line will be available directly from CloudHaircare.com, CVS stores nationwide, and CVS.com.

Aiming to bring “affordable luxury for everyone,” Cloud Haircare is looking to deliver salon-quality results at an accessible price point with a curated collection of products addressing diverse hair needs, from lightweight hydration to volume and definition.

Products have been crafted with vegan, SLS-free formulations, infused with premium botanicals and science-backed ingredients, and are packaged with up to 94 percent post-consumer recycled materials.

The brand launches with two collections: nourishing, which offers gentle cleansing, conditioning and styling, with a shampoo, conditioner, leave-in detangler and glossing serum, and a volumising collection offering lift, body, volume and shine with a shampoo, lightweight rinse, leave-in conditioner and a styling spray. All products retail for 11.99 US dollars each.

Commenting on the launch, Aronson said in a statement: "This is a dream come true for me. Cloud Haircare brings the quality and performance I've always insisted on into a more accessible retail landscape. We're offering consumers products that feel indulgent but are available right where they shop every day."

Following its direct-to-consumer launch and debut at retailer CVS this month, Cloud Haircare will expand to Walmart stores nationwide and Walmart.com from March 1.