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U.K. DTC hair brand Glaze debuts at U.S. Target stores, signals expansion into North America

ConsumerGeniuses

ConsumerGeniuses

U.K. direct-to-consumer (DTC) hair brand Glaze has expanded to 354 U.S. Target stores and online, marking its entry into North America. Developed over 18 months as an incubated brand by Waldencast Ventures, Glaze offers products like the SuperGloss conditioning gloss and GlaziPlex 4-in-1 super bond repair treatment, priced at $18 and $22, respectively. Target will carry five SKUs in-store and 16 online. Glaze aims to provide accessible, high-performance haircare, targeting millennials and Gen Z. This partnership reflects Target’s commitment to expanding its beauty offerings and reaching diverse consumer demographics. Glaze’s launch signifies Waldencast’s strategy to meet evolving consumer needs, supported by its recent formation of a creative council to identify industry trends.

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