Hairstory’s Cult-Favourite New Wash Just Landed at Ulta Beauty

Hairstory, the beauty brand that quietly revolutionised how we wash our hair, is stepping into bricks-and-mortar retail with an exclusive launch at Ulta Beauty.

The brand is now available in 370 stores across the US, as well as online at ulta.com.

For the uninitiated, Hairstory disrupted the industry when it debuted with its flagship New Wash in 2015. The cult-favourite is a non-foaming cleansing cream that skips harsh detergents in favour of gentle essential oils and fatty alcohols to remove impurities. The idea behind New Wash is simple but game-changing: ditch your shampoo and condition as you cleanse, all in one step. The result? No more stripping your hair, only to weigh it down again afterwards with heavy conditioner.

Instead of the familiar wash-day cycle of cleanse, repair, mask, repeat, New Wash promises a streamlined routine that works with your hair, not against it. By combining your shampoo, conditioner and mask into one single step, Hairstory is essentially betting on the fact that we’re all a bit tired of ten-step routines. And honestly, if it gives us five more minutes in bed while still delivering effortlessly beautiful hair, we’re very much on board.

Joining New Wash — which is available in four varieties for different hair needs — is a lineup of styling products and treatments designed to support the brand’s low-maintenance, high-impact approach to haircare.

“Launching into Ulta Beauty is a significant step for our brand, as it increases accessibility for existing and prospective customers,” says Dina Rosenbloom, CEO of Hairstory. “We’re on a mission to change the way people wash and care for their hair and scalp and we want to empower customers with a better, healthier alternative to excessive regimes and over-consumption.”

Shianna Davey, Vice President of Merchandising at Ulta Beauty, adds: “Ulta Beauty has been redefining the beauty retail space since day one, and we’re intentional about partnering with brands that reflect our commitment to innovation, accessibility, and efficacious solutions. Our goal is to connect our guests with brands that thoughtfully evolve the industry, and Hairstory is a natural fit. The brand has played an important role in popularizing the cleansing cream approach to hair care, offering a modern alternative to traditional routines.”

Hairstory can also be found online at hairstory.com, shipping to both the US and UK.