Wellness Brand Due Diligence: Uncovering Growth Potential in Hair Wellness

Entry drivers and loyalty drivers aren't the same.

THE CHALLENGE:

A private equity firm was eyeing a holistic hair wellness brand and needed wellness brand due diligence to understand the consumer landscape: who buys in, why they stay or leave, and how the brand stacks up against competitors.

THE REMCAL INSIGHTS APPROACH:

RemCal Insights conducted virtual interviews with 24 consumers, current, lapsed, and potential users, and 4 experts, including dermatologists and stylists. We explored perceptions of the brand, motivations for entry, and barriers to adoption.

THE IMPACT:

We uncovered both functional and emotional drivers behind hair wellness decisions, along with expert insights on market gaps and recommendation habits. These findings sharpened the brand’s positioning, revealed loyalty levers, and gave investors clarity on long-term growth potential.

24

Consumers

4

Experts

2.5

Weeks

Moved forward on deal