Jen Atkin’s Mane is expanding its product remit in a bid to evolve from a hair tools company into a fully-fledged lifestyle brand.
The company, founded by celebrity hair stylist Jen Atkin in 2023, is breaking into two new categories – high-performance styling products and scented hair and body mists – as part of a “bold new chapter” for the business.
Mane CEO Rachel Jonas Gilman told Cosmetics Business that this expansion was always part of the brand’s larger vision, especially after entering an exclusive partnership deal with beauty retailer Sephora in the US and Canada last year.
It is aiming to to become Gen Z and millennials go-to range for all their styling needs.
“We started by building trust with our community – tools got us traction, Jen brought credibility and our Sephora partnership gave us the stage,” said Gilman.
“Once we had momentum, we knew the next chapter was about completing the routine.
“We are shifting from being a brand that shows up for a styling moment to a brand that is part of a full routine – before, during and after.
“That shift deepens brand loyalty, multiplies our touchpoints through replenishables and invites more personal connection.
“With this next phase, we are creating a sensorial, joy-driven experience that
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