DTC brand Native launches hair care line, sold on Target platform

The new line was launched exclusively on Target platforms across the U.S. on Monday, the company said in a press release . It includes shampoo, conditioner and hair mask. Native said the new line was created based on consumers' demand for "natural and trusted" hair products since the pandemic . The company chose the scent based on the brand's most popular deodorant product .

Like many DTC brands, Native is expanding its product categories and actively working with large retail platforms . In addition to offering products in physical stores, the trend of expanding into new categories among e-commerce brands is also growing.

Just last month, beauty company Ipsy announced the launch of a new self-care brand called Refreshments, while sock brand Bombas said it would start selling underwear. Retailers like Target , Walmart and Nordstrom have partnered with DTC companies like Quip, Casper and Harry's to expand sales and brand awareness.

In 2020, DTC brands gradually shifted from focusing on vertical fields to coexisting vertically with e-commerce platforms, hoping to take advantage of entering new markets and constantly update the brand's development direction to keep up with the ever-changing needs of consumers .

Consumer interest in categories such as personal care and beauty products that contain natural and sustainable ingredients has grown in recent years. Retailers from Sephora and Neiman Marcus to Walmart and Target have expanded demand for products with natural content .

Exploring new initiatives is necessary for DTC brands, as it may help them attract new customers who have switched to e-commerce shopping due to the pandemic and the closure of physical stores , and enhance brand-consumer stickiness . As mandatory measures and other impacts of the pandemic have increased the frequency of consumers going online , eMarketer expects retail e-commerce sales to grow 32.4% year-on-year in 2020.

Native also stated at the press conference that in 2021 it will increase investment in cooperation with other e-commerce platforms and design more products that meet consumer needs to enable DTC brands to develop better.