Clean haircare brand Odele is stepping into the fragrance category with four hair and body mists, taking on the ubiquitous product trend with its own spin.
The launch is part of a broader slate of newness planned for the year. In addition to the mists, Odele is introducing thermal protection products and rounding out its curl category with a curl cream, gel and foam. In total, the brand plans to launch nine new products this year, bringing its stockkeeping count to nearly 40 and spreading its reach across categories while maintaining its core focus on its haircare authority.
Odele generated $60 million in retail sales in 2025 and is carving out a path to growth rooted in building on its authority in haircare, reinforcing its proposition of extending prestige to mass in various categories and expanding distribution. Odele is available in over 12,000 doors, including Target, Ulta Beauty, CVS, Walgreens, H-E-B and Amazon, where it has registered consistent triple-digit growth since launching 18 months ago. The brand expects fragrance to be a big growth driver, with more than $5 million in retail sales expected across the collection in 2026.
“Over the next four to five years, we see really clear growth opportunities that will take us close to $100 million in net revenue,” says CEO Zach Rieken. Lindsay Holden, co-founder and former senior buyer at Target, says, “We’re just continuing to challenge the idea that luxury comes with limits, in the form of price, availability and inclusivity, and I think [the new mists] are super representative of bringing prestige to mass with both Target and Ulta, given how they show up and are experienced.”
Retailing for $16.99 and rolling out to Target and Ulta, the mists respond to consumers’ wardrobing habits with fragrances intended to be worn daily, reapplied and layered without becoming overpowering. The fragrance roster features a signature scent based on the oak moss and ylang ylang notes in Odele’s haircare, a grapefruit and orange peel scent, a pink pepper and santal scent exclusive to Ulta and a rosewood vanilla exclusive to Target. Rieken says Odele set out to create “a better, more wearable, more skin-first way to scent your hair and body. We want to create some products that don’t walk into the room before you do.”
Holden describes Odele’s rosewood vanilla as a modern, seductive, complex and creamy twist on the gourmand wave. She says, “It’s not your frosted cupcake in a bottle.” The pink pepper and santal scent is woody and spicy. Holden adds, “For me, that one is really the definition of skin-close, airy, a bit mysterious and definitely addictive.”
Building on its heritage in clean haircare, Odele seized the opportunity to stake out a clean position in fragrance. Housed in glass bottles, the mists contain 100% natural fragrance and include ingredients familiar from skincare and haircare formulas like niacinamide, tremella extract and vitamin B5.
“We know that fragrance can be a big trigger for sensitivity, and about 75% of consumers say that they’re interested in fragrance that is suitable for sensitive skin,” says Rieken. “We’re trying to create an experience that feels a little softer, a little more comfortable and more subtle and sophisticated for our consumer.” Holden says, “This is something that, regardless of gender or age, anyone who walks up to the shelf could hopefully appreciate what it is that we’re offering.”
“Over the next four to five years, we see really clear growth opportunities that will take us close to $100 million in net revenue.”
There’s been an explosion of hair and body mists in the beauty industry from brands such as Frenshe, NatureWell, Kitsch, Eos and Kristin Ess in the mass market. The format has gained traction as a relatively inexpensive, softer and highly collectible way to sport fragrance. According to Accio data from Shopify merchants, body mist sales jumped as much as 538% year-over-year in September 2025, underscoring strong consumer demand online. Industry research from IMARC Group estimates the global hair and body mist market was valued at about $8.7 billion in 2024 and projects it will hit $15.4 billion by 2033, representing roughly a 6.2% compound annual growth rate over that period.
For Odele, developing hair and body mists that delivered prestige quality and experience at an affordable price was crucial. “You can really see that philosophy, particularly in the packaging before you even start using the product,” says Rieken. “You’re not going to find beautiful, thoughtfully designed products in heavy glass bottles that are elevated and considered at the price point that Odele offers.”
The brand is leaning into discovery at shelf and sampling, alongside a shift in marketing strategy that prioritizes content creator partnerships and community feedback. Rather than leading with traditional fragrance storytelling, Odele is putting the product into creators’ hands and amplifying their messaging.
Odele now has 28 full-time employees and has more than doubled its headcount over the past couple of years. “We’ve got the team in place that we think can get us to where we need to go over the next few years,” says Rieken, pointing to recent hires in operations and sales. Rieken was brought in last June after serving as the CEO of Living Proof for six years. He was previously GM at Bumble and Bumble and VP of sales at Wella. Others on Odele’s management bench are COO Shanti Vadlamudi, CFO Anna Sawyer, chief growth officer Kimberly Francis and SVP of sales Kevin Spight. Odele received a minority investment from Stride Consumer Partners in 2023. The brand took on an additional undisclosed investment from the firm this summer.
