Mars Made took home the Drug Store News Buyers’ Choice Award for its innovative shampoo bars during ECRM’s Hair Care & Multicultural Hair Session in Ponte Vedra Beach, Florida. Alodia was recognized as a finalist for its Deep Conditioning Masque.
Selected from dozens of entries submitted by suppliers and displayed in the session’s hospitality area, the products were evaluated by attending buyers. Votes were cast based on packaging, innovation, and overall appeal.
“Hair care brands continue to up their game in both sustainability and science,” said Tony Giovanini, senior vice president of beauty for ECRM. “Mars Made’s unique bars offer an eco-friendly alternative to liquid shampoos, while Alodia uses plant-based bioactives to rejuvenate hair and scalp — both represent great product innovation. Congratulations to both winners.”
Mars Made, a private label brand developed by Korean distributor Egong Egong, operates from a U.S. office and warehouse in California. Leveraging years of experience in global retail distribution, the company has built a robust infrastructure for logistics and brand growth, maintaining strong ties with major beauty and personal care retailers.
Launched just five months ago, Mars Made has rapidly climbed to No. 5 in Amazon’s shampoo category, generating over 70 million views across social media platforms. The brand also partners with inclusive packaging facilities that employ individuals with developmental disabilities, highlighting its commitment to impact and sustainability.
Mars Made shampoo bars are a concentrated, low-waste alternative to traditional liquid shampoos, designed to replace two to three bottles per bar. Each pH-balanced, travel-friendly bar is formulated with castor oil, rice water, rosemary, and tea tree oil to target specific hair and scalp concerns. All bars are vegan, cruelty-free, and made with naturally-derived, biodegradable ingredients and packaging, appealing to consumers seeking effective and sustainable hair care solutions.
Expanding its product line, Mars Made is developing conditioner bars, facial bars, body bars, and accessories, maintaining its focus on clean formulations and retail scalability.
Alodia is a science-driven, clinically proven brand specializing in scalp, hair, and wellness products for textured hair types. Founded by a PhD scientist, trichologist, and physician, Alodia focuses on non-toxic, results-driven formulations.
The Deep Conditioning Masque, a finalist in the awards, offers intense moisture for dry, thirsty hair. It stimulates follicles, soothes the scalp, and strengthens hair to improve length retention. Infused with Alodia’s PhytoGRO Complex, the masque supports scalp microbiome balance and promotes healthy hair growth.
The next ECRM Hair Care & Multicultural Hair Session is scheduled for May 4-6, 2026, with the location to be announced soon.
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