Coconut water brand Vita Coco has expanded into the haircare market with the launch of a range of shampoos, conditioners and treatments.

The company has released the Nourish, Repair and Scalp ranges, which are designed to help dry and damaged hair and contain 95 percent natural ingredients.

With the coconuts sourced from small farms, the packaging contains 75 percent post-consumer waste HDPE.
According to a press release, the launch is the next step in the brand’s category expansion, having previously launched in the beauty and CBD markets.

Tim Rees, Managing Director, Vita Coco EMEA, says, “Seeing the continuing growth in consumer need for natural across the personal care spectrum, Vita Coco Haircare helps fulfil that need state offering reassurance with its sustainability and natural credentials from the brand that is built upon “all things coconut”, and we will excite with our usual disruptive marketing approach to drive awareness of the launch and the natural, premium category for our retailers.”