Clean Salon Brand O&M Extends Into Sephora

The U.S. market has caught up to demand for natural and clean hair-care formulas. That’s creating a buzz for an Australian brand, Original & Mineral, that has always adhered to formulas composed of naturally derived ingredients. In fact, O&M made its debut on sephora.com this month and will be in Sephora stores the end of August, as part of the Clean at Sephora initiative. Products from O&M’s 196-item range are also stocked at Neiman Marcus and Net-a-porter. On the salon side, O&M’s lineup is sold at 1,000 locations. “We will continue to grow the salon business and the retail business alongside each other, it works well for us,” said O&M’s founder Jose Bryce Smith. It is a good time to have a one-two punch. According to Kline statistics, salon hair-care sales are growing at a decent 3 percent annual clip. However, clients are cutting down on visits. Conversely, they are buying more professional-grade products for home use. Sephora executives, in fact, cited hair care as the fastest-growing category right now. At Ulta Beauty, prestige is the briskest-growing subsegment in hair, according to company officials. That could explain the 19 percent sales leap in the hair category for the 12 months ended in

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