French minimalist skincare brand Typology has expanded its presence in the U.S. by launching a new line of scalp-focused hair care products, the company announced Tuesday. The range is now available exclusively on its direct-to-consumer website.
The new collection includes five products: two shampoos, a conditioner, a hair mask, and a scalp scrub. According to Mélanie Klein, Typology’s chief product officer, the brand’s foray into hair care builds on its skincare success. In France, where the line debuted in 2021, the scalp scrub and hair mask have already gained hero status. A third standout product—an anti-dandruff shampoo—is currently undergoing regulatory approval before it can be introduced to U.S. consumers.
Typology’s launch aligns with the rising trend of skincare brands entering the hair care space, particularly with products that emphasize scalp health—a movement often referred to as the “skinification” of hair care. “We already had a broad face care offering, and we didn’t want to dilute that by introducing too many categories too soon,” said Klein.
The brand plans to closely monitor product performance in the U.S. market. “We launch significantly more products annually than most competitors,” Klein noted. “Customer feedback and ratings are key. Successful products remain in our lineup, while underperformers are quickly phased out.”
Typology founder Ning Li called the expansion a logical next step following the opening of the company’s first U.S. warehouse in Pennsylvania earlier this year. The brand remains firmly committed to its direct-to-consumer (DTC) model, which serves customers across the European Union—including Belgium, Germany, and Austria—as well as Japan.
“Many DTC brands struggle with profitability,” said Li. “It’s a highly competitive space. But Typology has managed to succeed as a foreign brand in the U.S. while remaining profitable.”
As the company branches into hair care, its focus on targeted solutions and minimalist formulations continues to resonate with consumers seeking reliable hair care tips and hair health advice grounded in proven skincare principles.
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