THE WHAT? Amazon-native hair care brand, Boldify has relaunched in a bid to create an emotional connection with consumers and diversify its distribution.

THE DETAILS The reverse-engineered brand will focus on its sustainability and giveback programs, WWD reports, as well as embark upon an influencer affiliate initiative.

Boldify is also planning to branch out from its Amazon base to another sales channel and usher in scalp care products.

THE WHY? The rebrand could take sales from their current level of US$15 million to around US$23 million, WWD reports. Valeriya Volkov, Director of Brand Strategy and Product Marketing told WWD, “We built a business, now we need to build a brand identity and deepen our connection with our consumers and with the hair care category itself.”