Nexxus is going big on volume — and bigger on beauty science — in
its latest product push, powered by mascara-inspired technology and Hailee Steinfeld’s hair flips. The three-product Hy Volume line adds 1980s-level height using 2020s technology, adapting
hyaluronic tubing developed for mascara to a new haircare line.
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While hyaluronic ingredients are common in beauty, Nexxus believes its tubing twist — and
focus on styling performance — set it apart. “We wanted to reinvent volume,” says Jess Engelhardt, head of Nexxus Hair Care. “High-volume hair has always been one of the most
difficult styles to achieve without damaging the hair. This technology lets us build lift without the usual harshness of backcombing and blow-drying.”
Inspired by the fact that eyelashes are among the thickest hairs on the body, Nexxus reformulated mascara-style polymers to coat hair strands in a lightweight, flexible film. The
result, Engelhardt says, is a noticeable boost in fullness and bounce.
The launch arrives as Nexxus gains traction within Unilever’s portfolio.
Engelhardt notes the brand was the fastest-growing in the company’s haircare division last year. Founded on protein science and salon credibility, Nexxus is now expanding deeper into the
"masstige" category — a hybrid space between prestige and mass retail.
“We’re seeing consumers blur those lines,” Engelhardt says.
“They want salon-quality results, but in a way that fits into their everyday routine and budget.”
Recent data from Circana supports the shift.
Prestige haircare sales rose 9% last year, while mass products grew 3%. Yet just 16% of consumers say they exclusively buy mass brands — suggesting openness to crossover products at the right
price.
To reach a younger audience, Nexxus is partnering with Steinfeld, whose film, music, and fashion roles resonate with Gen Z. The campaign features her in high-energy spots urging consumers to “get hy" across different style moments, emphasizing hair health and
expressive looks.
“She embodies the confidence that comes from bold, voluminous hair,” Engelhardt says. “She’s creative, self-assured,
and very plugged into the beauty conversation.”
Developed with agency VML, the campaign spans TikTok, Instagram, and out-of-home placements in key metro
markets. While Nexxus remains best known for shampoos and conditioners, this launch marks a move into styling and treatment—categories experiencing double-digit growth, per Circana.
“We’re building full regimens,” says Engelhardt. “This isn’t just about the shower. It’s about helping people create their entire
look."