Houston White Celebrates Diversity And Self-Expression With Upcoming Target Product Line

Houston White, founder of the Fresh by Houston White skincare and haircare brand, is set to bring 11 products to Target for diverse hair and skin types, Women’s Wear Daily reported. Fresh x Houston White is for hair that’s curly, straight, and wavy, with the line including shampoo, deep conditioner, three-in-one body, scalp, and hair scrubs, and hair pomades. And the prices are just right: Customers can expect to pay between $8.99 and $11.99 per item.

WWD reported that experts say Fresh by Houston White could bring in $4 million in year one. White himself has set his expectations high: “I have a bold ambition to create a billion-dollar hair and skin care brand—no doubt about it,” he said.

The entrepreneur said that bringing diverse products to stores for different groups of people has long been his mission. “Figuring out how to desegregate the skin and hair care aisles has been my life’s journey; it’s been my barbershop. It’s been my experience personally,” said White.

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White has been in the service industry long enough to know that care for multicultural hair and skin is not always represented on the shelves, and used his decade-plus of experience when creating the collection. “I just didn’t find a brand that spoke to the diverse audience that I was serving at my barbershop,” White said. “We’re entering the cultural economy, and the future is combining a lot of different people’s lived experiences.”

The entrepreneur is focused on making Fresh a combination of “convenience, flyness, and accessibility,” WWD reported.

White has been partnered with Target to provide apparel designs since 2020, as noted by the store’s corporate site, A Bullseye View.