Slickhair Expands to Target
Viral Hair Care Brand Slickhair Launches in Over 600 Target Stores Nationwide
Anonymous
Slickhair's viral flyaway products are hitting Target shelves nationwide starting September 10, 2026. The anti-frizz brand will be available in over 600 Target stores and online at target.com as part of USA Today's coverage of Target Beauty Studio, a new prestige beauty destination.
Founder Mia Plecic, who launched the bootstrapped company in 2019, called the partnership a dream come true. To prepare for expected high demand, Slickhair moved more than 150,000 units into the U.S. before launch. The brand's best-selling product—the Slick Stick flyaway wand—will be in-store for the first time, according to Dispatch.
From Social Media Viral Hit to Mainstream Retail
Slickhair started as a single product in Melbourne, Australia in 2019. Founder Mia Plecic created the Slick Stick serum-based wand to tame flyaways without restyling hair. The product exploded on TikTok and Instagram, driving global demand across Australia, North America, Europe, and the Middle East. Now, Herald Tribune reports the brand reaches mainstream American shelves.
Prior to this deal, Slickhair operated primarily as a direct-to-consumer online brand. Customers had to order online and pay for shipping. "As a female-founded, fully bootstrapped business, landing a partnership like this has been a dream since the beginning of Slickhair," Plecic said, according to South Bend Tribune.
Target Beauty Studio Bets Big on Viral Brands
Target launched Beauty Studio in August 2026 as a shop-in-shop concept spotlighting prestige and emerging global brands. The initiative features 90 brands—over two-thirds entirely new to Target. It introduces 1,600 curated beauty products to store shelves. Lansing State Journal reports the strategy targets Gen Z and millennial shoppers hunting for trending products.
Amanda Nusz, Target's Senior Vice President of Merchandising, explained the approach: "When guests shop for beauty, they want to pick up their standbys while also exploring what's new and trending, and Target Beauty Studio is designed with that mix in mind," per Go Erie.
Massive Inventory Stockpile Signals Confidence in Demand
Slickhair shipped over 150,000 units into U.S. logistics before September launch. The massive pre-positioning reflects confidence that store shoppers will snatch up the Slick Stick faster than supply chains can normally restock. Tennessean reports Slickhair has already sold over 1 million Slick Sticks globally.
This inventory strategy is critical for viral beauty products jumping to brick-and-mortar retail for the first time. Running out of stock within days would defeat the purpose of physical retail expansion. Indy Star notes Target's Beauty Studio will have dedicated beauty advisors to help shoppers navigate new and trending brands.
Sentiment
NeutralNEGATIVENEUTRALPOSITIVE
Publishers
47
Articles
46
Reach
47
A
AnonymousAuthor
