New Wash, a detergent-free liquid cleanser sold direct-to-consumer, through 4,300+ enrolled hairdressers (as of 2023), and now in roughly 400 Ulta Beauty stores as of 2026, with 1M+ cumulative customers reported by Forbes in May 2026.

Affiliate and creator-led, reinforced by a heavy always-on paid social and search program.

~147,000 estimated monthly visits, 203,211 Instagram followers across 7,170 posts, and ~94 Meta ads plus 36 Google ads on file as of 2026-07-07.

Google's newest experiments are three video ads launched 2026-07-02, active only 4 days as of the observation date, alongside a text-ad test batch running since 2026-05-19.

Hairstory pays hairdressers a running commission on every future purchase from a client they refer, regardless of channel, which is the mechanism that let it expand into Ulta without triggering a channel war, and is now the exact tension stylists are debating on Reddit.