NatureWell is bottling its most viral asset—scent—and pouring it straight into hair care. The wellness-forward brand has officially launched its new SunRise and SunDaze collections, a scent-first range designed for today’s fragrance-obsessed beauty shopper who wants hair that performs and smells unforgettable.
Betting on Fragrance as the Ultimate Emotional Connector
Launched this month at Target.com, in Target stores nationwide and on NatureWell.com, the collections translate NatureWell’s cult-favorite body care fragrances into full, layered hair rituals. The move signals a strategic pivot: hair care as a fragrance category in its own right, not just a functional step in the routine.
"Fragrance connects beauty to emotion in a way ingredients alone can’t," says Collette Trejo, AX Beauty (parent of NatureWell) VP of Sales. "Today’s consumer wants products that work, but also transform everyday routines into moments that feel personal and uplifting. When you pair proven performance with a scent people genuinely love, the experience becomes both results-driven and emotionally memorable. Consumers aren’t choosing between performance and experience anymore, they expect both. Fragrance creates an emotional connection, while the formulas still have to deliver visible, touchable results."
"Fragrance has become such a powerful entry point because consumers aren’t just shopping for results anymore—they’re shopping for feeling," says Kristy Dixon, Sr. Brand Manager. "Scent is uniquely emotional and transportive; it can instantly shift your mood, spark nostalgia, or create a sense of comfort or confidence. For today’s 'scent-obsessed' consumer, fragrance is part of personal identity and self-expression, not just an added feature."
Dixon adds, "At the same time, beauty routines have become more ritualized. People want everyday moments, like washing their hair, to feel indulgent and sensorial, not purely functional. By pairing proven performance with a fragrance experience people already love, we’re able to deliver both emotional connection and visible results in one step."
SunRise and SunDaze: NatureWell’s New Haircare Collections Combining Fragrance, Performance, and Sensory Experience
At the heart of the launch is SunRise, an energizing, volume-driven lineup anchored by NatureWell’s fan-favorite Bouncy scent. With notes of tuberose, dragon fruit, lychee, and golden amber, the fragrance leans bright, juicy, and beachy—designed to linger from wash to style. The range spans volumizing shampoo and conditioner, styling mist, mousse, sea salt spray, dry shampoo powder, and a standout 2-in-1 Vita Mist Hair Perfume, positioning scent layering as part of everyday hair care, not an afterthought.
For shoppers craving indulgence and repair, SunDaze delivers a more decadent olfactive profile. The collection channels the glow of a tropical afternoon through NatureWell’s Cheeky scent—pistachio, almond, coconut, and salted caramel—wrapped around nourishing formulas. The edit includes shampoo, conditioner, an intensive hydration mask, hair oil, and its own 2-in-1 Vita Mist Hair Perfume, reinforcing fragrance as both a sensorial and emotional payoff.
"Fragrance sets the mood, but performance leads the development," says Trejo. "SunRise focuses on soft volume and weightless hydration, while SunDaze delivers deeper moisture and smoothness, and the textures and scents are designed to reinforce how those results feel. We build fragrance, texture, and performance together, so the mood you feel matches the results you see."
Dixon notes, "From the beginning, we developed SunRise and SunDaze as complete sensorial experiences, where fragrance, formula, and texture all work together to tell a cohesive story."
She adds, "We started with the mood. SunRise was designed to feel energizing and uplifting, so the fragrance is bright and fresh, and the formulas focus on lightweight hydration and bounce for soft, touchable volume. SunDaze leans warmer and more relaxed, with a sun-soaked scent profile and richer, more nourishing textures that support smoothness and deep hydration."
Dixon concludes, "But the sensory experience never replaces performance—it enhances it. Every formula was built to deliver clear, tangible benefits first, with fragrance and texture designed to reinforce the feeling of those results. The goal is that your hair doesn’t just look good, the entire routine feels like stepping into a specific mood."
Scent is the Ultimate Accessory
Across both collections, NatureWell pairs accessible price points (most under $12) with ingredient-led credibility—think biotin, niacinamide, panthenol, aloe, Brazil nut, coconut oil, and plant-based keratin—while keeping the spotlight firmly on scent as the hero. The inclusion of dedicated hair perfumes further blurs the line between personal fragrance and hair care, tapping into consumer demand for long-lasting, mood-driven aromas that move beyond the bottle.
With SunRise and SunDaze, NatureWell isn’t just launching hair care—it’s extending its fragrance universe. The message is clear: for the modern shopper, great hair starts with how it smells.
Why Target is the Go-to Retailer for Sensorial Beauty Launches
Target has become a key destination for discovery-led, sensorial beauty launches. Global Cosmetic Industry and Perfumer & Flavorist+ asked Trejo and Dixon why Target was the right retail partner for introducing these collections, and how the Target shopper shapes how NatureWell approaches range, pricing and storytelling.
"Target is where discovery and accessibility meet," said Trejo. "The Target guest wants beauty that feels elevated but fits into real life. That pushed us to create collections that are indulgent in scent and texture, while still delivering clear, everyday hair benefits at an accessible price. Target shoppers want beauty that delights and delivers, and that balance shaped everything about these collections."
Dixon added, "Target is an incredible partner because their guest is highly engaged, discovery-driven, and open to newness, especially when it comes to sensorial, experience-led beauty. It’s a place where consumers go not just to replenish, but to explore."
She added, "That mindset aligns perfectly with SunRise and SunDaze. These collections invite shoppers in through scent and mood, while still delivering the performance and value they expect. The Target guest appreciates elevated packaging, trend-forward fragrance stories, and clear benefit callouts, all at an accessible price point."
Dixon concluded, "Knowing we were launching at Target influenced everything from how we named and positioned each range, to how we balanced indulgent sensory cues with everyday usability. The result is haircare that feels like a treat but fits seamlessly into real life, which is exactly what the Target shopper is looking for."
