Sunday II Sunday Haircare Formulas Work Post Workout
Based in Plainfield, IN, Sunday II Sunday (SIIS) is owned by Infinite Looks, Inc., a company founded in 2020 by entrepreneur Keenan Beasley. He created Infinite Looks to cater to the hair care habits of the working black community – a demographic he says has long been overlooked by mainstream beauty companies. According to research from Sunday II Sunday, over 40% of black women don’t work out because of their hair. Sunday II Sunday products provide care between less frequent washes to remove sweat, buildup and environmental damage, helping to break down barriers for people looking to lead active, healthy lives.
Product formulas include Soothe Me Daily Scalp Serum, Root Refresh, Revive Me Daily Moisturizing Spray, and Biotin-Infused Edge Flourish Daily Nourishing Serum infused with Peppermint Oil.
SIIS is less than a year old, so it’s no surprise the company is still learning about its customers. Christina Williams, Associate Brand Director, Sunday II Sunday, told Happi that the company is focused on barrier and sweat protection.
“We have a good understanding of sweat and its impact on the hair and scalp,” she explained. “Sweat is made up of salt and the water . The water evaporates and leaves salt crystals that cause itching and dryness.
For example, Root Refresh is an apple cider vinegar micellar rinse. The formula promises to cleanse and refresh hair and scalp without shampooing. It also removes product buildup and excess without stripping hair of its natural oils. According to SIIS, Root Refresh is suitable for braids, locs, buns, weaves, and extensions.
SIIS has caught the attention of consumers and retailers. Within a year, the products were stocked at Sephora, Macys, Bloomingdale’s and Ulta Beauty.
“For a small startup, that’s a quick ramp-up,” Williams noted.
Consumers are reading labels more carefully than ever and Sunday II Sunday is quick to point out the benefits of its bottles. For example, Soothe Me Daily Scalp Serum contains Peppermint Oil, Peppermint Extract, and Alternsis Botanical Complex. It promises to help naturally soothe dry, tight, itchy scalp in just 15 minutes. With daily use, the patent-pending formula will help reduce dry, itchy, flaky scalp in just 28 days, according to Sunday II Sunday.
Revive Me Daily Moisturizing Spray contains Argan Oil, Green Tea, Tea Tree Extract and Alternsis Botanical Complex. This lightweight moisturizing formula is said to fight frizz and humidity, and pamper hair with nourishing ingredients that bring life, shine, and renewal to those weighed down curls. With daily use, the patent-pending formula will help reduce dry, itchy, flaky scalp in just 28 days. It is suitable for slightly wavy to very tight curly hair textures, according to Sunday II Sunday.
Edge Flourish Daily Nourishing Serum contains, as the name suggests, biotin. But the product also contains sunflower seed oil, coconut oil, fruit extract, banana extract, and safflower seed oil. Together, the oils are said to provide ultra-lightweight, flake-free protection that helps repair and strengthen a weak and damaged hairline. Plus, botanical banana extract and biotin provide extra nourishment for soft yet strong edges, according to the company.
In 2022, SIIS leaders are deepening the lifestyle of their customers. It’s not just that hour that she spends in the gym, according to Williams. Sunday II Sunday researchers create products that help him transition from training to night out.
“We’re creating new products that will make this transition easier,” Williams said. “As a startup, we are close to our consumer. She tells us what she likes and what she hates.
Whether it’s email or direct message, SIIS’ goal is to deliver a solution they love. For example, SIIS learned that a subset of Root Refresh users love the formula, but can’t wear it as much as they’d like. Now, SIIS is working to create a formula for daily use.
When the company launched Revive Me Conditioner, some consumers were unhappy with the applicator. SIIS worked with its supplier to find a dispensing nozzle that exceeded expectations.
“She likes it!” said Williams. “The contents are the same, but now there’s a more palatable flower coming out of the bottle.”
Looking ahead, Williams said clean beauty is here to stay. Whether she buys Clean at Sephora or Conscious Beauty at Ulta, it all resonates with consumers.
“We meet those standards, while delivering a high-potency formula she can be comfortable with.”
All SIIS products are free of silicones, sulfates, and other ingredients that end up on “no no” lists. Williams admitted that while some of the ingredients that make up retail listings are great for hair, “at the end of the day, we listen to our consumers — and they’re very vocal!”
The pandemic ushered in the era of self-care. Williams doesn’t expect the trend to end any time soon. At the same time, consumers want products that are beneficial and easy to use.
“The pandemic has caused a lot of stress. A Southern California stylist told me that a client wanted to cut all her hair because she messed up and wanted to start over.
Talk about stress! Still, Williams said the DIY trend will continue, and Sunday II Sunday is committed to creating hair care solutions for its customers.
“We want to make sure they have the formulas they need to achieve the healthiest hair possible.”