Cheltenham-based beauty brand company, SLG Brands, has been leading the way in dry shampoo innovation for the past decade, with its globally recognised COLAB brand.
COLAB shook up the dry shampoo market when it launched in 2014, as the first brand to create an invisible, white-residue free formula.
Since then, it has sold over 34 million cans in 28 countries and amassed a global fanbase, becoming the 'most followed dry shampoo brand on TikTok' with over 440,000 followers.
Now, marking 10 years since the start of its dry shampoo journey, SLG has unveiled COLAB's 'most advanced formula to date': the new COLAB Supreme Clean Dry Shampoo.
Developed to offer enhanced oil absorption without the weight and heaviness typically associated with dry shampoo, Supreme Clean meets the evolving need of consumers who may be reluctant to use dry shampoo due to how it leaves their hair feeling.
The results speak for themselves, with 80 per cent of participants in Independent US Consumer Trials, conducted in 2024, revealing they would swap their regular dry shampoo for COLAB Supreme Clean.
Participants also preferred how COLAB Supreme Clean felt in their hair in direct testing against the number one dry shampoo brand.
Lucy Beresford, managing director of SLG Brands, said: 'COLAB's success generally and the speed of growth in the US and the rest of the world, is a testament to SLG Brands' commitment to innovation, agility and responding directly to consumer needs.
'Supreme Clean is our latest breakthrough — giving consumers what they've been asking for: a powerful yet weightless dry shampoo that leaves hair feeling refreshed, clean and natural.'
Having successfully expanded across North America with retail partnerships with hugely influential beauty retailers like Walmart, Target and CVS, COLAB is also expanding across Europe and Asia, with a particularly strong retail presence in the Netherlands and increasing popularity in East Asia.
Its core range is currently available in over 25,000 retailer outlets, including Amazon, Sainsbury's and Boots in the UK.
