Arrae Enters Hair Health with Chris Appleton Collaboration

Arrae, the women's wellness supplement brand that reports revenue exceeding $100 million, is moving into hair health with the launch of Arrae Hair Protein, a daily ingestible developed in partnership with celebrity hairstylist Chris Appleton and his daughter Kitty-Blu Appleton. The product went on sale September 24.

The lemonade-flavored formula contains collagen and keratin peptides and delivers 3 grams of protein per serving, priced from $63.20. The launch marks Arrae's first hair-specific SKU, extending a portfolio that already spans metabolic health, gut health, fitness performance and hormonal wellness. The brand launched in 2020 out of a Toronto apartment, founded by Siffat Haider and Nish Samantray, and has since built retail distribution across more than 2,000 Target locations as well as Ulta and Sprouts, per the company.

The Appleton partnership continues a pattern of high-profile collaborations for Arrae. The brand previously worked with Pamela Anderson on its MB-1 45+ supplement, released a limited-edition debloating product with The Skinny Confidential, and hosted an Erewhon smoothie collaboration. Tapping a working hairstylist rather than a lifestyle personality signals a deliberate move to claim professional beauty credibility alongside its existing wellness positioning.

Why it matters

The hair supplement category has grown crowded at the mass and masstige tiers, with gummy formats dominating shelf space at Target and Ulta. Arrae is positioning Hair Protein as a protein-forward powder, a format that sits closer to the sports nutrition aisle than the traditional beauty supplement shelf. For a brand that has built its equity around targeted solutions to everyday problems, the move into hair broadens its total addressable market without requiring new retail infrastructure, given it already has distribution at the chains where hair wellness sells best. The use of a professional hairstylist as a co-developer, rather than purely as a face, also gives the launch a trade credibility angle that purely influencer-driven products often lack. It follows a broader category trend of ingestible beauty brands recruiting subject-matter experts to differentiate on formulation story rather than celebrity alone.

What to watch

Whether Arrae uses the Appleton collaboration as a lever into professional salon channels, or keeps Hair Protein confined to its existing mass retail and direct-to-consumer footprint, is the open question the launch leaves unanswered. The answer will signal how seriously the brand intends to compete in the professional beauty trade rather than simply borrowing its credibility.

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Sources

• Targeted Natural Supplements That Work - Arrae
• About us - Arrae
• Targeted Natural Supplements That Work - Arrae
• About us - Arrae