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Voir Takes on Premium Hair-care Category in U.S.

TORONTO — Since its launch in June 2017, Voir Haircare has been engaged in a conversation with consumers about the power of art, nature and beauty in their hair-care products. Now that dialogue is about to expand as the Canadian line makes its e-commerce debut in the U.S. on Friday.
“Art is subjective and can be interpreted in a very personal and empowering way. But beauty parallels that experience,” said Voir cofounder and head of brand operations Nia Schindle. “This is why we merged these two worlds with the abstract paintings on our packaging and the innovative technological formulations inside our bottles,” she said, adding it enables the brand to “deliver a highly personal experience to consumers that fits their own unique beauty narrative.”
That distinctive brand messaging first emerged thanks to company chief executive officer and cofounder Andy Hoang. Prior to launching Voir in 2017, Hoang had been developing a software program for salons. Through his research, he noted a gap in the Canadian market for beautiful, premium hair care.
“Most women get drugstore brands or those that are salon-centric. There was nothing in-between,” said Schindle.
Armed with that data, Voir’s founders created a core group of four eco-friendly products that delivered results

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Via:: https://wwd.com/beauty-industry-news/hair/voir-takes-on-premium-hair-care-category-in-u-s-1203099570/