Despite selling more than two million bottles and pouches of New Wash, Hairstory CEO Dina Rosenbloom still considers the company a small brand fighting for its breakthrough.
On the latest episode of Volume Up by The Tease, Rosenbloom breaks down what it takes to grow an independent beauty brand. She discusses the challenge of changing ingrained haircare habits and why hairdressers remain at the heart of Hairstory.
Building a Career and a Brand from Grit
Rosenbloom’s connection to the professional beauty industry began when she answered a newspaper job listing that led her to Bumble and bumble. She went on to hold leadership positions at Carol’s Daughter, Unilever, and Creed Fragrances before joining Hairstory in 2023.
Her career was also shaped by her family’s experience immigrating from Russia to Minnesota. Her upbringing taught Rosenbloom the importance of grit, flexibility, and taking risks. Qualities she now attributes as essential for leading an independent brand.
Changing the Way People Wash Their Hair
Hairstory’s philosophy is New Wash, a detergent-free cleanser to replace traditional shampoo and conditioner. Rather than constantly launching products to keep up with trends, Rosenbloom wants every addition to serve a genuine purpose.
“I really don’t think the world needs many more things,” she shared.
But changing a familiar task like shampooing is not that simple. Although Hairstory has built a loyal following, Rosenbloom believes many consumers still do not fully understand the brand’s mission.
“We haven’t broken through yet,” she said. “I don’t think that people understand what we’re trying to do,” she continues.
Hairdressers Remain at the Center
Hairstory’s connection to hairdressers is part of what made the company immediately feel like home to Rosenbloom after years away from professional hair. Their New York office sits directly below Studio NYC, a working studio that keeps the team close to the creativity, techniques, and everyday needs of stylists.
That relationship influences more than product development. Hairstory’s commission model and rent-free studio space reflect its effort to share the brand’s growth with the professionals who helped build it. As Hairstory works toward reaching more people, Rosenbloom remains committed to keeping hairdressers at the center of its growth.
To hear more about Rosenbloom’s journey, Hairstory’s expansion plans, or the brand’s mission to change how people wash their hair, listen to the full episode of Volume Up by The Tease — available wherever you get your pod. Plus, make sure to follow @readthetease and @volumeupbythetease for more industry conversations and insights.
