Haircare · House Brand · 2025
Scalp-first haircare built around a single hero routine.
Halo Ritual is our answer to a market fatigued by more shampoo. We led with the scalp, engineered one weekly ritual, and priced it as a subscription — not a shelf pick.
22%Sub attach
8k+Subscribers
12wkClinical trial
91%Month-3 retention
The brief
Own the scalp. Not the shampoo aisle.
We saw a category-wide gap for a truly repeatable scalp routine. So we designed one: a serum, a scalp mask, and a rinse — used together, once a week. Everything else was an accessory to the ritual.
What we did
Product, subscription, and a content engine.
The result
22% subscription attach on launch week — double our forecast.
Halo now has over 8,000 active subscribers and a category-leading retention curve. The clinical trial gave us the claims. The ritual gave us the retention.