In line with Zuru Edge’s overarching strategy to democratise the premium beauty and wellness market, the New Zealand owned company has unveiled its latest launch, Osāna Naturals.

The nourishing range of skin and haircare formulations is available now across the U.S at roughly 2,500 Walmart and 1,200 Target stores. It will also launch this month at Walmart Canada, followed by Countdown in New Zealand from March.

Speaking to WWD, co-founder Jaimee Lupton likened the body and haircare range to a mature version of their cult, millennial pink haircare range, Monday. Osāna , meaning ‘health’ in Spanish, will comprise naturally derived body washes,  lotions, shampoos and conditioners, at a similarly accessible price point.

“Our North Star mission is that we’re trying to build a modern-day L’Oréal for gen Z and millennial consumers. We want to disrupt the status quo,” said Jaimee to Forbes Australia. To bring this vision to life, Zuru Edge have tapped the ex-head formulator for L’Oréal, Dr Kelly Zhang, to lead their R&D efforts.

On LinkedIn, Lupton talked to the company’s principles, which guide their new launches. “When thinking about what’s next, my team and I talk constantly about the ‘white space’. What do we wish existed that doesn’t already, and how can we create it in a way that will excite modern consumers?”

Hero ingredients in the range include, coconut extracts and glycerin across several of the products, and science-backed, trademarked fragrances ranging from peppermint and cucumber to rose, vanilla and coconut.

“[We are] utilising trademarked fragrance technology (you might have heard of ‘functional fragrance’) that helps to improve your mood and sense of mental wellbeing. We’re the first brand sold with mass retailers to be using this technology, which is incredibly exciting.”