Introducing Freewill: The Personalized Haircare Brand Tailored to Unlock Your Hair’s Full Potential
Underlining, a leading beauty brand developer, proudly announces the launch of Freewill, a customizable, salon-quality haircare line designed for hair cycling. Co-developed with Sally Beauty, a leader in professional hair color and care, Freewill is crafted to support every hair type and stage, encouraging personalized rotation through tailored routines.
The Freewill collection includes 32 products across various categories such as Scalp & Detox, Volume Boost, Smooth & Sleek, Restorative Repair, Curls & Coils, Color Care, and Blonde Care. Part of the ‘Mindful At Sally’ program, these products prioritize sustainability and are free from parabens, sulfates (SLS/SLES), and phthalates.
“Expanding in the beauty industry has been an exciting journey following our success with Nailboo and the rise of at-home beauty,” said Raz Romanescu, CEO and Co-Founder of Underlining. “We believe there is strong demand for salon-quality products that empower customers to customize their haircare routine based on their personal journey. Partnering with Sally Beauty to develop Freewill has been a privilege, and we’re eager for everyone to experience the hair cycling revolution.”
To help customers find their ideal product or bundle, Freewill offers a Hair Routine Quiz and Consultation on their website. This quiz provides personalized recommendations based on individual hair needs, presented in easy-to-shop bundles. Freewill also provides guidance on adapting haircare routines to seasonal and environmental changes, reflecting the dynamic nature of hair and individual beauty needs.
“At Sally Beauty, we understand the importance of high-quality, personalized haircare,” said Maryann Herskowitz, Group Vice President of Sally Beauty Merchandising. “With the growing popularity of hair cycling, we are thrilled to be the exclusive retailer of such an innovative product that caters to all hair types and textures.”
Freewill’s collection, priced between $16.99 and $22.99, will be available starting August 1 at freewillhair.com, exclusively at Sally Beauty locations, and online through Sally Beauty, Amazon, and TikTok Shop. These customizable solutions, available as bundles or individual items, are designed to enhance long-term hair and scalp health.
For more information, visit Freewill’s website and follow them on Instagram.
About Underlining
Underlining is a premium beauty and cosmetics company known for creating innovative products across multiple beauty verticals. After launching in the nail, makeup, and skincare sectors with flagship brands like Nailboo, HIDE, and TatBrow, Underlining has expanded into haircare with Freewill. The company’s brands have garnered over 1 million customers worldwide within their first two years. For more details, visit underlining.com and follow their brands on Instagram, Facebook, TikTok, Pinterest, and X.
About Sally Beauty Holdings, Inc.
Sally Beauty Holdings, Inc. (NYSE: SBH) is a global leader in professional hair color and beauty supplies, operating through its Sally Beauty Supply and Beauty Systems Group businesses. Sally Beauty Supply stores offer up to 7,000 products for hair color, care, nails, and skin, including proprietary and professional brands. Beauty Systems Group stores, known as CosmoProf® or Armstrong McCall® and through outside sales consultants, offer up to 8,000 professionally branded products for salon use and resale. For more information, visit Sally Beauty Holdings.
