This Sunday, vegan and cruelty-free haircare brand Odele is launching three new products and expanding its distribution to an additional 500 Target stores nationwide—for a total of 1,500 stores. Minneapolis-based entrepreneurs Lindsay Holden, Britta Chatterjee, and Shannon Kearney came together last year to fill a missing gap in the haircare industry, namely for salon-quality products with clean ingredients at accessible price points. “His, hers, mine, ours … our shower shelves were overcrowded with bottles, jars, and tubs for me, my husband, my kids. It felt excessive,” Holden, a former Senior Buyer at Target, said. “We all wanted safe, high-performance, straightforward products—why wasn’t there a brand that addressed all of our needs, in one? … That’s where the idea for Odele was born.” 

Inspired by “å dele” which translates “to share” in Norwegian, Odele initially launched at 1,000 Target locations to provide a carefree, easy solution to everyone’s personal hair care routine. The brand currently offers dermatologist-tested, sulfate-free shampoos and conditioners developed based on needs by hair type (volumizing, smoothing, and curl-defining), plus three treatments (Texturizing Sea Salt Spray, Leave-In Conditioner, and Air Dry Styler), all priced at less than $11.99. Additionally, all of the brand’s products are lightly fragranced with a natural, gender-neutral blend of cucumber, oakmoss, and ylang-ylang.  

Odele’s new vegan beauty products at Target
In conjunction with its expansion to additional stores, Odele is adding a trio of products—available exclusively at Target—to their curated collection. The new launches include a deep-cleansing Clarifying Shampoo ($11.99) meant to be used once per week; a non-aerosol Dry Shampoo ($11.99) which extends hairstyles, adds volume, and helps with scalp itchiness between washes thanks to plant starches such as corn and arrowroot; and a multi-purpose Leave-in Detangling Tonic ($10.99) that detangles and nourishes hair and protects it from heated styling tools. “We’re firm believers that crazy good doesn’t have to mean crazy expensive,” Holden said. “Clean [products] should be the industry norm and not the exception.” With minimalist packaging in gender-neutral tones, Odele also hopes to create an inclusive and approachable brand for those looking for new products to incorporate into their daily routines.

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