Co-developed with Sally Beauty, Freewill’s customizable, salon-quality products harness the power of hair cycling, giving you your best hair yet

Underlining, leading beauty brand developer, announced today the launch of Freewill, a salon-quality, customizable haircare brand crafted for hair cycling. The collection, co-developed with Sally Beauty, the leader in professional hair color and care, is designed to support every hair type, at every stage, encouraging rotation through tailored routines. Covering all categories including Scalp & Detox, Volume Boost, Smooth & Sleek, Restorative Repair, Curls & Coils, Color Care, and Blonde Care, Freewill features 32 products that are ‘Mindful At Sally.’ This program is a collection of products that put sustainability first and are made without parabens, sulfates (SLS/SLES), and phthalates.

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“Continuing to expand in the beauty industry has been an exciting process following our success with Nailboo and the rise of at-home beauty,” said Raz Romanescu, CEO and Co-Founder of Underlining, the parent company of Freewill. “We’re confident that there is appetite for salon-quality products that give the customer the autonomy to customize their haircare routine depending on their personal hair journey. Developing Freewill in partnership with Sally Beauty has truly been an honor and we can’t wait for everyone to join the hair cycling revolution.”

To help each person find the ideal product or bundle, Freewill offers a Hair Routine Quiz and Consultation on their website. This quiz offers shoppers a personalized recommendation of products based on the individual’s hair needs in easy-to-shop bundles. Additionally, Freewill simplifies hair cycling by offering guidance on adjusting haircare routines for seasonal and environmental changes, emphasizing that haircare should be cycled to reflect the dynamic nature of life and the unique beauty of each individual's needs.

“At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines,” said Maryann Herskowitz, Group Vice President of Sally Beauty Merchandising. “As hair cycling continues to gain popularity, we are proud to be the exclusive retailer for such an innovative product for all hair types and textures.”

Freewill’s collection, priced from $16.99 to $22.99, will be available for purchase starting 8/1 directly on freewillhair.com, in-store exclusively at Sally Beauty locations, and online through Sally Beauty, Amazon, and TikTok Shop. These customizable solutions, available as bundles or individual items, are the perfect pick for achieving long-term hair and scalp health.

To learn more, please visit Freewill’s website and Instagram.

About Underlining

Underlining is a premium beauty and cosmetics company creating innovative products across multiple beauty verticals.

They first launched into the nail, makeup and skincare industries with their flagship brands Nailboo, HIDE and TatBrow, and have recently expanded into haircare with Freewill. Underlining brands have amassed over 1 million customers worldwide within its first two years. To learn more, please visit underlining.com and follow Freewill on Instagram, Facebook, TikTok, Nailboo on Instagram, Facebook, TikTok, Pinterest, and X, HIDE on Instagram, Facebook, TikTok, and TatBrow on Instagram, Facebook, TikTok, Pinterest and X.

About Sally Beauty Holdings, Inc.

Sally Beauty Holdings, Inc. (NYSE: SBH), as the leader in professional hair color, sells and distributes professional beauty supplies globally through its Sally Beauty Supply and Beauty Systems Group businesses. Sally Beauty Supply stores offer up to 7,000 products for hair color, hair care, nails, and skin care through proprietary brands such as Ion®, Bondbar®, Strawberry Leopard®, Generic Value Products®, Inspired by Nature® and Silk Elements® as well as professional lines such as Wella®, Clairol®, OPI®, L'Oreal®, Wahl® and Babyliss Pro®. Beauty Systems Group stores, branded as CosmoProf® or Armstrong McCall® stores, along with its outside sales consultants, sell up to 8,000 professionally branded products including Paul Mitchell®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico®, Amika® and Moroccannoil®, intended for use in salons and for resale by salons to retail consumers. For more information about Sally Beauty Holdings, Inc., please visit https://www.sallybeautyholdings.com/.

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