A new clean hair care brand, Odele, has launched exclusively at Target to offer clean, high-quality products (plus, they retail at $11.99). While the items are characterized by color and texture, they remain genderless and ageless—so your shower won’t be bombarded by shampoo bottles galore. While you might have previously used the same shampoo as your mom, kid, or significant other in a hurry, now sharing shampoo and conditioner is encouraged. (The days of hyper-gendered marketing are waning.) It not only creates less clutter in the bathroom (we imagine Marie Kondo would be proud), but it can also contribute to less waste. In terms of active ingredients, amaranth and rice tein (a COSMOS-approved protein extracted from rice bran) are the stars: Each promotes shiny hair with tons of volume, so you and your whole family can sport a salon-grade mane as you, you know, do your Sunday shopping at Target. “We built what we felt was missing in the consumer product goods space and knew we could problem-solve, thanks to our collective experience in that world and our cut-through-the-BS, actionable approach to business,” Chatterjee adds. In short, hair care has never been so androgynous, and we at mbg are certainly here for it.
