Peptides Are Taking Haircare By Storm and Tom and Mike Redmond Are Taking V&Co Beauty To Shelf

The Redmond family built a haircare legacy. Creating household name brands like Aussie Hair Care and Renpure, father-and-son team Tom and Mike Redmond’s newest venture is V&Co. Beauty, with peptides playing a leading role in healthy hair. While peptides are a “hero” ingredient found in many multi-functional skincare products, Redmond is riding the current trend of incorporating skincare ingredients into haircare.

The brand’s proprietary peptide blend fuses peptides, amino acids, proteins and vitamins in shampoo and conditioner duos designed for each hair type that penetrates deep within the hair follicles to boost hydration, enhance blood flow, increase volume, intensify shine, fortify strength and add a layer of protection from environmental stressors catered to three different hair types: curly, straight and wavy. There’s also a formula for thickening.

Earlier this year, the brand tapped certified trichologist and hairstylist Sophia Emmanuel as brand ambassador. Emmanuel offers her services at the Mane Advocates salon in New York City.

Tom and Mike Redmond sat down with Happi to discuss the power of their newest peptide-powered haircare line and its transformative effect on hair’s structure and function.

Happi: V&Co. was founded after research into peptides during the pandemic. What prompted or piqued this interest in peptides’ benefits on hair?

Redmonds: We have over 40 years of experience in the haircare space, with launching brands like Aussie and Renpure. After the sale of Renpure in 2018, we put our heads together on what we could dream up next to improve the space, and continue to provide consumers with an unmet need. We noticed while walking down the personal care aisle that a movement was sweeping skin care in particular: peptides – and the idea for V&Co. Beauty took root. Peptides are only just starting to show up in the salon channel and we saw a need for products and a company like V&Co. Beauty at mass. The brand brings an innovative and unique formulation to consumers that provides simplicity and great results.

Happi: The hair care market is highly saturated. What was it about your belief in V&Co. that made you confident in its success?

Redmonds: We are in a really unique position, being able to be the first to bring peptide-infused products to the mass market at an affordable price. We also give consumers a simple approach to great haircare while providing unparalleled quality, ingredients and formulation—not to mention product packaging that looks great in their bathrooms. We are aiming to put the finest product on the shelf that we possibly can, regardless of what the cost is to us, which is uncommon. We truly believe in the consumer and their love of our products over margins.

Happi: What is meant by “V&Co”?

Redmonds: The design of the bottles and the brand look was really focused on both simplicity and vibrancy. Our goal was to create something that consumers recognize, that looks great not only on the shelf in store but in their bathroom as well. We wanted to bottles to be easy to hold as well and when they are put side by side, they make a “V” shape. This also helped create a cohesive message with the name of the brand, which is simple, memorable and recognizable.

Happi: The shampoo-conditioner duos are meant to correspond to each hair type—thin (for thickening), wavy, straight and curly. Why did you design the shampoo and conditioner after hair types?

Redmonds: We took a straightforward approach with bottles clearly labeled and color coded for your specific hair type. All you need to do is pick the product for your needs and we’ve done the rest. We believe this helps cut through the clutter and helps consumers navigate the sea of confusion that is the hair aisle. Each product’s formulations are specially made based on hair type to enhance the natural texture so having clearly labeled bottles for each allows consumers to easily choose the best shampoo and conditioner for them.

Happi: How would you describe hair’s feeling after using the products? And what has customer feedback been like?

Redmonds: After using V&Co. Beauty products, the hair feels softer, silkier, clean, and healthy. The product formulations also help accentuate hair’s natural texture. Consumer feedback has been wonderful with many brand loyalists and fans seeing true results and transformations of the quality of their hair.

Happi: Apart from hair health, the products also aim to keep the scalp healthy with the same “hero” ingredients often used in skincare products. In what ways do V&Co. products keep the scalp healthy?

Redmonds: We know that healthy hair starts from the scalp. We have our Proprietary Peptide Blend as a base for all hair types and each bottle includes specific ingredients that build upon this and target each type of hair to look and perform its best. The Proprietary Peptide Blend is unique to V&Co. and is a plant-based peptide system which blends peptides, amino acids, proteins, and vitamins that uniquely support all hair types and textures. It provides the perfect balance of shine, strength, hydration and protection and helps enhance blood flow to increase volume. And of course, all the products are color safe, free of sulfates, parabens, phthalates, gluten and dyes.

Happi: V&Co’s bottles are made with 65% recyclable materials. How much has your attitude about sustainability changed since your first brand’s founding? What are your sustainability goals going forward?

Redmonds: Back when Aussie was founded, no brands in the space really had any sustainability focus. Today, nearly every brand in the industry makes an effort to be sustainable. We are a family who cares for the environment and want to ensure that we preserve our environment for our children and grandchildren for many generations to come.

Happi: Any additional retail partnerships in store for 2025?

Redmonds: We are happily continuing our partnerships with Walmart, Target, and Amazon as well as other regional grocery stores in 2025. Additionally, we are so excited to be expanding select SKUs into CVS starting January 2025. Kroger will also have select SKUs. •