Better Haircare, Mindfully Made: Eva NYC Announces Brand Renovation

Eva NYC
Eva NYC

Better Haircare, Mindfully Made: Eva NYC Announces Brand Renovation

Eva NYC introduces enhanced packaging and innovative product solutions, offering superior quality while maintaining accessible price points.

BROOKLYN, N.Y., PRNewswire -- Born in Brooklyn, Eva NYC is a trailblazer in the hair sector, with a commitment to ongoing research in ingredient innovation and sustainability practices for continuous evolution. Eva NYC has been listening and evolving for over 12 years and this next era marks a renewed commitment to industry leadership as Eva NYC unveils a brand renovation. The brand has made large, long-term investments in clinical testing, environmental impact research, and garnered unparalleled consumer engagement, while increasing accessibility. This next evolution pilots a new chapter as Eva NYC offers consumers, "better haircare, mindfully made."

"Eva NYC's renovation is coming while the brand is experiencing major momentum – growing 13x faster than the mass haircare market last year, while also achieving double digit reductions in carbon emissions. With the renovation, we are doubling down on the core values Eva NYC has always stood for and enhancing the haircare experience in every way - from thoughtfully upgraded eco-conscious packaging to immersive sensory fragrances and transformative, proven benefits, all at the same accessible price. We have built a strong, diverse community around the brand and are committed to creating trust and loyalty by keeping the consumer values and needs at the center of these changes," said Annie Kolemainen, Brand President of Eva NYC.

Enhanced User Experience: The new packaging was designed to provide the consumer with the optimum value and best user experience in and out of the shower. Eva NYC's new shampoos and conditioners are offering 10% more product in a soft matte, translucent and squeezable bottle, which showcases their clean formulas and enables consumers to use every last drop.

Elevating Shelf Presence with Excellence and Transparency: Each product range is driven by a color palette inspired by the hero ingredients within the formulation. The curated collections were designed to simplify portfolio navigation and enhance findability at shelf.

Proven Performance - A Higher Standard of Efficacy, Verified by Clinical Testing

As part of the brand renovation, 100% of the Eva NYC product portfolio is now clinically tested for proven efficacy, undergoing rigorous testing to validate end results and the overall product experience.

Multi-Phase Product Validation: Every Eva NYC product undergoes rigorous validation, inclusive of four critical phases of testing, outpacing industry standards (one or two); internal optimization, mass consumer, clinical performance, and consumer perception validation.

Every Formula is Clinically-Tested: Eva NYC is one of few mass haircare brands to clinically test every product — ensuring efficacy across hair types to validate the performance.

A Higher Standard of Clean: All products are formulated to Eva NYC's strict brand profile, which includes over 1,300 banned ingredients and meets EU regulations. The brand has proudly earned all of Ulta Beauty's Conscious Beauty pillars; including clean ingredients, cruelty-free, vegan, among others, and meets Target Clean certification, adhering to the most rigorous standards in clean beauty. Eva NYC was awarded the Conscious Beauty Brand of the Year 2023, recognized by Ulta Beauty for brand excellence.

The Next Generation of Eva NYC Products

Introducing a higher standard of haircare, the next generation of Eva NYC features eight collections of elevated ingredient stories, inclusive of two new ranges and elevated fragrances for a sensory experience.

NEW Repair Ritual Strength Collection. A shampoo, conditioner, and leave-in treatment system that combines science and nature to strengthen hair from the first use. Infused with science-backed bond technology, known to fortify weak hair bonds; red algae, a nutrient-rich sustainably sourced byproduct known to aid in overall resilience; and bamboo, known to promote elasticity. Clinically proven stronger hair & damage protection.

NEW Take Care Healthy Hair Collection. An elevated daily shampoo and conditioner that supports hair health, infused with a blend of amino acids, known to enhance moisture, shine, and manageability, to support daily hair health. Clinically proven gentle daily cleansing.

NEW Freshen Up Invisible Dry Shampoo in Light & Fresh. The beloved Freshen Up Invisible Dry Shampoo formula features a new light refreshing fragrance. Infused with rice starch for oil absorption, this dry shampoo revives lifeless hair to achieve a bouncy, clean, just-washed look—even on day three. Clinically proven to remove oil.

The new brand renovation includes all of Eva NYC's best-sellers, such as Therapy Session Deep Conditioning Hair Mask, Mane Magic 10-in-1 Primer, and skincare-inspired H2-Whoa Collection. All products range from $13.99-$17.99 and will not increase with the launch. For a full list of products please visit eva-nyc.com. Products will be available to shop on eva-nyc.com online and in store at Ulta, with additional retailers including Target, Walmart, Walgreens, CVS and Sally Beauty on a rolling basis in Q1 of 2025.

Brooklyn-based Eva NYC creates clinically proven haircare, mindfully made with science-backed and responsibly sourced ingredients. Certified cruelty-free and vegan, the brand goes a cut above clean, omitting over 1,300 ingredients. Eva NYC balances high performing haircare, with a future-conscious approach; as a certified Benefit Corporation and Climate Neutral, focused on achieving Net Zero by 2035. Eva NYC creates Better Haircare, Mindfully MadeTM.

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