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Donna’s Recipe, the natural, vegan hair care brand founded by Tabitha Brown in 2021, is set to be available in Ulta Beauty stores nationwide starting on December 26th. The brand’s Sweet Potato Pie Collection features all-natural ingredients such as cinnamon, vanilla, and sweet potato, which help to remove build-up from the scalp, stimulate blood circulation, and provide biotin for healthy hair growth. The collection, which centers on the LOC (leave-in conditioner/liquid, oil, cream) hair hydration method, includes shampoo, conditioner, leave-in conditioner, hair and scalp oil, and hair cream, all priced at $15 each. In a recent interview, Brown explained that the collection was created to provide a “holiday experience” for people while they were washing their hair.
This expansion marks a major milestone for Donna’s Recipe, which has quickly gained a devoted following since its launch. The brand originally launched exclusively on Ulta.com and sold out within the first week of its launch. Since then, it has continued to grow and expand its product offerings, with a focus on natural, vegan ingredients that promote hair growth and retention. In addition to the Sweet Potato Pie Collection, the brand also offers a range of other hair care products, including shampoo, conditioner, leave-in conditioner, hair and scalp oil, and hair cream.
Ulta Beauty’s decision to carry Donna’s Recipe is a testament to the brand’s growing popularity and the demand for natural, vegan hair care products. Jessica Phillips, Ulta Beauty’s Vice President of Merchandising, said in a statement, “Tabitha has created a wonderful line that embodies her infectious personality and loving spirit while delivering outstanding results. We’re excited for new and existing fans to discover Donna’s Recipe at Ulta Beauty and look forward to a beautiful partnership together.”
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