Odele is headed to the big stage. The Minneapolis-based clean haircare brand has teamed up with Twin Cities-based singer, rapper, and writer, Dessa, in a new partnership that will spotlight the brand’s best-selling Dry Shampoo on the artist’s “Bury the Lede” tour.
The collaboration between the two grew out of an organic affinity for each other’s craft. A mutual friend of both Odele co-founder Britta Chatterjee and Dessa encouraged the singer to try Odele’s Dry Shampoo, knowing that type of product was a haircare staple when her schedule gets busy. Months later, Dessa completed recording the song “Chopper,” which she briefly considered titling, “Visine, cab fare, dry shampoo,” after a line from the lyrics. Odele and Dessa began having bigger conversations about joining forces and soon after, a partnership was born.
“We’re Minnesota proud, and, as a female-founded and led brand, beyond happy to support other fellow females, especially in the arts — Dessa is next level inspirational as an artist and performer,” said Chatterjee. “Odele is all about high-performance products for low maintenance beauty. We also very much believe that beauty is self-expression, and others don’t define what beauty means to you. We’re here for all the iterations and interpretations of style and beauty. We’re honored our Dry Shampoo is part of how Dessa maintains her personal style at home and on the road during her tours and is excited to share that with her fans.”
As part of the partnership, Odele is including their fan-favorite Dry Shampoo in the singer’s (sold out) Bury the Lede collector’s bundle, as well as gifting full-size Dry Shampoo to concert goers (while supplies last), at the merchandise table, during 18 of Dessa’s tour dates for her new album, Bury the Lede. Her tour kicked off with a show on October 2nd in Fort Collins, CO.
“When it comes to beauty, I try to proceed with some caution—our culture too often conflates beauty with concepts of self-worth. But there are great brands out there making great products without implying that beautiful hair is, like, the highest rung on Maslow’s Hierarchy of Needs,” says Dessa. “Odele is one of the brands; they seem sincere about their mission; they’re honest partners; and our conversations have demonstrated they really consider how their work affects people—both customers and employees. Plus, of course, their product smells good and works great, so it’s earned a permanent spot in my medicine cabinet.”
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