Hitting shelves and e-commerce carts this fall are these new and updated product lines that combine wellness, botanical goodness, and decades of professional expertise.
NEW: DEVANE BEAUTY
At a recent launch event in Atlanta, brand founders Ambika Arumugam and Aravind Mahadevan introduced Devane Beauty, an Ayurveda-based premium hair wellness brand, alongside their charitable initiative, the Rishi Foundation.
Devane Beauty is an Ayurveda-based hair wellness brand blending time-honored Indian botanicals with modern science to restore scalp health, vitality, and holistic beauty.
Upholding the principles of clean beauty, all Devane products are free from harsh chemicals, sulfates, and parabens.
Additionally, every purchase helps fund education, healthcare, and empowerment for women and families in need through the Rishi Foundation.
The brand’s debut line is the Bountifull Collection with four hero products:
NEW: FREAKIN’ GENIUS
From industry veterans Kyara and Bruno Mascolo — the creators of Bed Head, TIGI, S-Factor, and Catwalk — comes Freakin’ Genius, a splashy new brand that builds on more than six decades of technical expertise and innovation in hair care.
The brand launched with 21 products made in the U.S., all vegan, cruelty-free, and designed to address a range of needs — from volume and curl definition to shine, smoothness, and hold.
Each collection is grouped by styling goal and formulated for both professionals and consumers.
Packaged in bold, colorful designs and infused with fresh, fruity scents, Freakin’ Genius aims to merge salon-level performance with an expressive, playful aesthetic.
Standout products include:
- Curl Genius Curly Shampoo & Conditioner
- Lazy A.F. Dry Shampoo
- Dream It! Wax, Pomade, Texturizer
- Rescue It! Intense Treatment Mask
- Silky Silkifier Strengthening Serum
UPDATE: AVEDA PURE ABUNDANCE
Aveda has updated its longtime favorite Pure Abundance volumizing line for fine hair with super-light new formulas designed to plump hair from root to tip, reduce breakage from brushing, increase shine, and deliver lasting volume.
At the core of the 3-step regimen is a new botanical volumizing blend featuring certified organic Amaranth seed extract.
A strengthening peptide obtained from the seeds of the Velvet flower, the extract is found to increase the diameter of individual hair fibers from the inside, as well as reduce friction between strands, increasing movement.
The regimen consists of: