Eva NYC Unveils Brand Refresh With New Packaging and Clinically Backed Formulas

Eva NYC has a new look.

The Brooklyn-born masstige hair brand, founded in 2012, is relaunching its product offering with new packaging, content and communication. 

The renovation includes all of Eva NYC’s bestsellers, such as Therapy Session Deep Conditioning Hair Mask, Mane Magic 10-in-1 Primer, and H2-Whoa Collection. All products range from $13.99 to $17.99 and will not increase with the launch. 

The products will be available to shop on its website Thursday and in store at Ulta starting Dec. 26. They will be rolled out at additional retailers including Target, Walmart, Walgreens, CVS and Sally Beauty in the first quarter of 2025. 

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“The new launch kicked off two years ago,” Annie Kolemainen, brand president of Eva NYC, told WWD. “We did loads of research. What it really came to, all the things we stood for we weren’t getting credit for, which was eye-opening. A lot of it came down to our pack design. It was fun, but it didn’t read premium and it didn’t read high quality and the fact that it’s clean and effective didn’t come through.”

“With the renovation, we are doubling down on the core values Eva NYC has always stood for and enhancing the hair care experience in every way — from thoughtfully upgraded eco-conscious packaging to immersive sensory fragrances and transformative, proven benefits, all at the same accessible price,’’ she continued.

The portfolio has been designed by collection to address top consumer needs, and each product range has been organized by a new color palette inspired by the hero ingredients within the formulation. This includes the strength collection, its play in the bond-building category.

As part of this, 100 percent of the Eva NYC product portfolio is now clinically tested. All products are formulated to Eva NYC’s brand profile, which omits 1,300 banned ingredients, and meets EU regulations.

With the renovation, Eva NYC will transition packaging from up to 25 percent recycled aluminum to a minimum of 50 percent post-consumer recycled plastic. 

In 2025, industry sources estimate Eva NYC will generate around $100 million brand in retail sales.

Eva NYC and sister brand Amika have been majority-owned by investment firm Bansk Group since 2022.