Table of Contents
BROOKLYN, N.Y. – Eva NYC, known in the haircare industry for its focus on ingredient innovation and sustainability, has announced a significant brand renovation. With over 12 years of evolution driven by continuous research, consumer feedback, and environmental responsibility, Eva NYC is entering a new era dedicated to offering "better haircare, mindfully made."
"Eva NYC's renovation is coming while the brand is experiencing major momentum – growing 13x faster than the mass haircare market last year while also achieving double-digit reductions in carbon emissions. With the renovation, we are doubling down on the core values Eva NYC has always stood for and enhancing the haircare experience in every way - from thoughtfully upgraded eco-conscious packaging to immersive sensory fragrances and transformative, proven benefits, all at the same accessible price. We have built a strong, diverse community around the brand and are committed to creating trust and loyalty by keeping the consumer values and needs at the center of these changes," said Annie Kolemainen, Brand President of Eva NYC, in a press release.
Eva NYC has transitioned from 25% recycled aluminum to at least 50% post-consumer recycled plastic (PCR) for its packaging, reducing greenhouse gas emissions by approximately 30%. The new packaging is curbside recyclable and made from materials that can re-enter the supply chain.
Enhanced Design: Shampoos and conditioners now come in soft matte, translucent, squeezable bottles offering 10% more product.
Eco-Inspired Aesthetics: Packaging features a color palette inspired by key ingredients, making products easier to find on shelves.
Eva NYC does clinically testing 100% of its product portfolio—a rarity in mass haircare. Products undergo a four-phase validation process, including internal optimization, consumer trials, clinical performance testing, and perception studies. It follows strict guidelines, banning over 1,300 ingredients. The brand meets EU regulations, Ulta Beauty's Conscious Beauty standards, and Target Clean certification.
Eva NYC continues to prioritize sustainability through its dedicated Environmental, Social, and Governance (ESG) team. As a B Corp and Climate Neutral certified brand, it publishes an annual sustainability report outlining its progress. The brand aims to reach net zero carbon emissions by 2035 through regenerative agriculture and carbon offsetting.
Insights from its highly engaged community drive Eva NYC’s product development. The brand has earned over 65,000 five-star reviews and maintains a 94% customer satisfaction score, reflecting strong loyalty from its fanbase. On social media, Eva NYC ranks as a Top 30 haircare brand on TikTok, with an engagement rate three times the beauty industry average. Its creator community is notably diverse, with 55% identifying as BIPOC.
Eva NYC's revamped product line includes eight collections with innovative formulas and enhanced fragrances:
Repair Ritual Strength Collection: Strengthens hair using bond-building technology, red algae, and bamboo.
Take Care Healthy Hair Collection: Supports daily hair health with amino acids for improved moisture, shine, and manageability.
Freshen Up Invisible Dry Shampoo in Light & Fresh: Absorbs oil with rice starch, providing a just-washed look even on day three.
Best-sellers like Therapy Session Deep Conditioning Hair Mask and Mane Magic 10-in-1 Primer remain staples. Prices range from $13.99 to $17.99, unchanged despite the brand upgrade.
Eva NYC's new products are available on eva-nyc.com starting December 12, 2024, and in Ulta stores on December 26, 2024, with broader retail expansion to Target, Walmart, Walgreens, CVS, and Sally Beauty in Q1 of 2025.
For more information, visit eva-nyc.com.
