With Lobie, model Anastasia MacKay aims to bring an ‘elevated aesthetic’ to textured hair care
Anastasia MacKay said the fragrance of the brand’s products is a big focus area.
“I worked with a fragrance house that has worked with a lot of big textured hair-care brands, and they kept [pointing to] data showing that people in the textured space love coconut, vanilla, very sweet [scents],” she said. “I wanted a more premium scent, so I had to [stress] my mission to differentiate and elevate the space.”
MacKay was not alone in her desire for better-smelling textured hair products. In a TikTok with over 27,000 likes, comedian Jazmyn W. (1.9 million followers) posted about wanting products for textured hair that don’t smell like “honey butter, cookies, and cream and sugar.”
“Many body care, face care and fragrance brands like Byredo have premiumized scent and aesthetic, but never has that translated into textured hair,” Ross MacKay said.
The scent complements the brand’s sleek packaging.
