Kristin Ess Returns to Target With New Hair Fragrance Brand Otherwise
Celebrity hairstylist Kristin Ess is reentering the beauty market with the launch of Otherwise, a hair fragrance line debuting at 611 Target Beauty Studio locations. According to reporting from WWD Beauty, the collection focuses on alcohol-free formulas developed under Ess’s new holding company, Starseed Beauty Brands, following her legal settlement with incubator Maesa.
Context from Industry Pulse
The launch of Otherwise represents a strategic shift for Kristin Ess following her 2023 legal settlement with Maesa. While her previous namesake brand scaled to a massive catalog of products, her new venture via Starseed Beauty Brands prioritizes a more curated approach. By focusing on a niche category like alcohol-free hair fragrance, Ess is targeting a specific market gap where data on dedicated hair scents is limited. This pivot away from high-SKU volume suggests a preference for specialized innovation over broad market saturation. The continued exclusivity with Target leverages a proven retail relationship while testing consumer appetite for premium, moisture-conscious hair additives.
"There’s not a lot of data around this particular category. In fact, we couldn’t really find any around just fragrance for hair. There’s a lot for hair and body mist."
Kristin Ess has returned to the beauty industry with the launch of Otherwise, a brand dedicated specifically to hair fragrance. This move marks the stylist's first major project since resolving a legal dispute with her former partners at Maesa regarding her namesake brand. As reported by WWD Beauty, the new line is debuting this weekend across all 611 Target Beauty Studio doors, continuing a long-standing retail partnership for the founder.
The initial collection features 14 different scents designed for individual wear or layering. WWD Beauty notes that the products utilize a micellar water base rather than the alcohol typically found in body and hair mists. This formulation is intended to deliver scent without stripping natural moisture from the hair. Each fragrance is priced at $25, positioning the brand within the accessible premium segment of the market.
To develop the scent profiles, Ess collaborated with senior perfumer Jérôme Epinette from Robertet. The collection includes diverse profiles such as Sesame Milk, Lychee Lore, and Pear Water. According to WWD Beauty, the founder's personal preference is a woody vanilla scent titled Veil of Vanilla. The launch addresses a perceived gap in the market for dedicated hair fragrances as opposed to multipurpose body sprays.
Otherwise is the first brand to emerge from Starseed Beauty Brands, a new development group established by Ess. WWD Beauty reports that the founder intends to focus on niche or necessary categories rather than high-volume brands with hundreds of items. Future projects under this umbrella are expected to remain within the hair or hair-adjacent sectors, with an emphasis on original creation over acquisition.
The Industry Pulse Bottom Line
Kristin Ess’s return via Otherwise highlights a move toward specialized, founder-led niche brands. By leveraging a long-term Target partnership and alcohol-free formulas, she aims to define the emerging hair-specific fragrance category.