PARIS / NEW YORK, June 10, 2025 – French minimalist skincare brand Typology has officially entered the U.S. haircare market, launching a line of scalp-focused products on its direct-to-consumer (DTC) website. The brand’s U.S. customers now have access to five products: two shampoos, a conditioner, a scalp scrub, and a hair mask, according to Chief Product Officer Mélanie Klein.
The scalp scrub and hair mask have already found success in France since their initial 2021 launch, becoming staples in Typology’s domestic portfolio. A third staple product, an anti-dandruff shampoo, is expected to join the U.S. lineup pending regulatory approval.
Scalp Health Fuels New Growth
Typology’s foray into haircare aligns with the growing “skin-ification” trend—a movement that applies skincare principles to hair and scalp treatment. “We already have a broad facial care portfolio and we didn’t want to dilute our offering by launching too many categories too soon,” Klein explained in an interview with The Business of Beauty.
Typology aims to maintain a disciplined product lineup, adjusting its U.S. offerings based on customer response. “We launch more products each year than most of our competitors, and we carefully monitor customer feedback and ratings,” Klein said. “Those that resonate with consumers stay, while underperformers are removed.”
U.S. Expansion Supported by Local Infrastructure
The U.S. launch follows the 2024 opening of Typology’s first U.S. warehouse in Pennsylvania, a move that enabled faster shipping and local fulfillment. Founder Ning Li emphasized that the haircare expansion is a “natural next step” in the brand’s global growth.
Typology will remain exclusively DTC, shipping not only within the U.S., but also to EU markets like Belgium, Germany, and Austria, as well as Japan in Asia. The company’s commitment to a direct-to-consumer model continues to differentiate it in an increasingly saturated beauty landscape.
Profitability in a Crowded Market
“A lot of DTC businesses are not profitable,” said Li. “The industry is very competitive. Typology has been successful in the U.S. as a foreign brand…but our profitability is also very good.”
Typology’s strategic product discipline, strong customer engagement, and control over its sales channels have helped it scale profitably—an increasingly rare achievement in today’s DTC landscape.
What’s Next
As scalp care becomes a growing segment of the beauty market, Typology plans to closely monitor the performance of its U.S. haircare products and continue expanding thoughtfully.
The brand’s approach remains clear: focus on minimalism, efficacy, and direct relationships with consumers, a formula it hopes will prove just as effective in haircare as it has in skincare.
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