being
- Company typePrivate
- Founded2024
- HeadquartersHong Kong, China
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
being firmographics
Firmographics- Name
- being
- Legal name
- ZURU Edge Limited
- Website
- https://beinghaircare.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
being industry classification
Industry- Product category
- Haircare Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)
Keywords
Where being is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- China
- HQ region
- Asia
Offices1 record
Markets served
being business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Product Sales: Direct consumer sales of haircare products through major retail partners including Walmart (exclusive in USA), Target (expanding February 2026), Woolworths in Australia, and Amazon online. Products sold at mass-market price points targeting Gen Z and mainstream consumers.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
being product offering
Product offeringCore offering
Being designs, manufactures, and sells a line of targeted haircare products—including shampoos, conditioners, hair masks, and leave-in conditioners—organized around a hair type classification system (1A-4C). Formulations are trichologist-developed and matched to specific hair needs including volume (1A-1C), frizz control (2A-2C), curl definition (3A-3C), and intense moisture (4A-4C), and are free from sulfates, parabens, silicones, and phthalates. Products are sold at mass-market price points through Walmart, Target (from Feb 2026), Woolworths Australia, and Amazon.
Product overview
Being is a community-led, texture-inclusive Gen Z haircare brand offering a line of targeted haircare formulas organized into five product sub-brands tailored to specific hair types: Big Hair (type 1A-1C for straight or fine hair, with Avocado Oil and Macadamia Oil), Bye Bye Frizz (type 2A-2C for wavy or frizzy hair, with Jojoba Oil and Almond Oil), Curl Power (type 3A-3C for curls, with Coconut Oil and Grapeseed Oil), Max Moisture (type 4A-4C for coily or dry hair, with Cocoa Butter and Oat Extract), and Nourish + Shine (for all hair types 1A-4C, with Shea Butter and Aloe Extract). Each sub-brand includes shampoo and conditioner as core products, supplemented by hair masks and leave-in conditioners in targeted variants. The brand is formulated without sulfates, parabens, silicones, or phthalates, is Leaping Bunny approved, dermatologically tested, and sold exclusively at Walmart in the USA and Woolworths in Australia, with expansion to Target stores nationwide beginning February 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Big Hair Volumizing Line Volumizing shampoo and conditioner for type 1A-1C straight or fine hair, formulated with Avocado Oil and Macadamia Oil for a thorough, clarifying wash and weightless hydration that leaves hair balanced, plump, and full of body. Targeted at consumers seeking volume in fine or straight hair.
- Nourish + Shine Daily Clean Line All-rounder daily shampoo and conditioner suitable for all hair types (1A-4C), formulated with Shea Butter and Aloe Extract for gentle yet thorough cleansing and lightweight hydration, leaving hair hydrated and balanced with optimal shine. Targeted at any consumer seeking an everyday haircare routine.
- Bye Bye Frizz Smoothing Line Smoothing shampoo and conditioner for type 2A-2C wavy and coarse/frizzy hair, formulated with Jojoba Oil and Almond Oil to tame frizz and leave hair feeling soft and smoothed. Targeted at consumers with wavy or frizzy hair seeking frizz control.
- Mega No-Frizz Smoothing Hair Mask Smoothing hair mask for type 2A-2C wavy and frizzy hair, formulated with Jojoba Oil and Almond Oil as a twice-weekly treatment to restore softness and shine, leaving hair smooth and frizz-free. Targeted at consumers needing deeper frizz treatment beyond daily conditioner.
- Major No-Frizz Smoothing Leave-In Conditioner Smoothing leave-in conditioner for type 2A-2C waves and frizzy or coarse hair, formulated with Jojoba Oil and Almond Oil to manage frizz and flyaways, leaving hair soft, manageable, and frizz-free. Targeted at consumers seeking on-the-go frizz control.
- Curl Power Curl Defining Line Nourishing shampoo and conditioner specially created for type 3A-3C curls, formulated with Coconut Oil and Grapeseed Oil to detangle and hydrate, leaving curls feeling defined and protected. Targeted at consumers with curly hair seeking curl definition and nourishment.
- Mega Moisture Moisturizing Hair Mask Moisturizing hair mask for type 3A-3C curls and type 4A-4C coils, formulated with Cocoa Butter and Oat Extract as a twice-weekly treatment to replenish moisture levels, leaving hair hydrated and soft. Targeted at consumers with curly or coily hair needing deeper moisture.
- Major Moisture Moisturizing Leave-In Conditioner Moisturizing leave-in conditioner for type 3A-3C curls and type 4A-4C coils, formulated with Cocoa Butter and Oat Extract to protect and perfect curls and coils, restoring moisture and leaving hair hydrated with soft shape. Targeted at consumers with curly or coily hair seeking on-the-go moisture.
- Max Moisture Intense Moisturizing Line Intense moisturizing shampoo and conditioner for type 4A-4C coily or dry hair, formulated with Cocoa Butter and Oat Extract to combat dryness and provide deep nourishment and soft definition. Targeted at consumers with coily or very dry hair seeking deep moisture.
- Mega Shine Hydrating Hair Mask Hydrating hair mask suitable for all hair types (1C-4C), formulated with Shea Butter and Aloe Extract to maintain moisture levels and optimal shine, ideal as a twice-weekly treatment or in place of conditioner for especially dry or depleted hair. Targeted at any consumer needing added moisture and shine.
- Major Shine Hydrating Leave-In Conditioner Hydrating leave-in conditioner for all hair types in need of additional moisture and shine, formulated with Shea Butter and Aloe Extract, usable as a heat protectant and applied post-shower to damp hair. Targeted at any consumer seeking shine and heat protection.
Quantifiable outcome
- Sells one unit every 11 seconds in the U.S.
- +2 more outcomes
Companies that use being
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles1 record
being technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
being partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- TargetcoreBeing Haircare is expanding into Target stores nationwide on February 1, 2026 with five new product launches for waves, curls, coils, and frizz. This positions Target as a key retail partner following the announced end of Target's partnership with Ulta Beauty.
- WalmartcoreExclusive U.S. retail partner for Being Haircare since the brand's 2024 debut. Being became the #1 new shampoo and conditioner brand at Walmart, indicating strong retail partnership success. Products available both in-store and online at Walmart.com.
- WoolworthscoreBeing Haircare is available nationwide at Woolworths in Australia, both in-store and online, representing the brand's international retail distribution.
- ZURU Edge LimitedcoreBeing Haircare is operated by Being Haircare on behalf of ZURU Edge Limited, the parent company. Being is a property of ZURU Edge Limited (also referenced as ZURU International Limited).
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
being competitors and assessment
Company assessmentBroad incumbents
- OGX: OGX is a mass-market haircare brand (Vogue International/Johnson & Johnson) with salon-inspired, ingredient-led formulations sold at Walmart, Target, and drugstores—a broader incumbent with overlapping target shopper.
- Pantene: Pantene is a global mass-market haircare powerhouse (P&G) sold across all major retailers including Walmart and Target, competing broadly with Being across all hair types with significant marketing scale.
Direct peers
- Carol's Daughter: Carol's Daughter is a heritage textured-haircare brand (now owned by L'Oréal) with a range of natural-ingredient products targeting curls, coils, and waves, comparable to Being's Curl Power and Max Moisture lines.
- Cantu: Cantu is a mass-market haircare brand specializing in textured, curly, and coily hair with shea butter-based formulations, a direct shelf competitor to Being at Walmart and Target.
- Mielle Organics: Mielle Organics is a textured-hair-focused brand with honey- and babassu-based formulations sold at mass retailers including Walmart and Target, competing head-to-head with Being in the texture-inclusive category.
- Camille Rose: Camille Rose is a textured-haircare brand with natural-ingredient formulations targeting curls, coils, and waves at premium and mass channels, comparable to Being's texture-inclusive positioning.
- Not Your Mother's: Not Your Mother's is a mass-market haircare brand sold at Walmart, Target, and Amazon targeting Gen Z and millennial consumers with affordable, trend-driven shampoos and treatments, directly competing on price and channel.
- SheaMoisture: SheaMoisture is a leading texture-inclusive haircare brand targeting curly, coily, and textured hair with natural ingredient formulations, directly comparable to Being's 1A-4C positioning and clean beauty credentials at mass-market retailers.
Emerging players
- Cécred: Cécred is Beyoncé's emerging premium haircare brand launched with a texture-inclusive ethos, an emerging competitor in the broader textured-hair category with significant cultural cachet and celebrity-driven marketing.
- The Doux: The Doux is an emerging salon-quality textured haircare brand sold at Target and Ulta, competing with Being in the curls/coils segment with cleaner formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
being social profiles
Digital presencebeing compliance and trust
Trust signalCompliance8 records
being financial estimates
Financial estimateRevenue estimate
Valuation estimate
being leadership team
Management profileNumber of profiles
Profiles5 records
being funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
being M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about being
What does being do?
Being designs, manufactures, and sells a line of targeted haircare products—including shampoos, conditioners, hair masks, and leave-in conditioners—organized around a hair type classification system (1A-4C). Formulations are trichologist-developed and matched to specific hair needs including volume (1A-1C), frizz control (2A-2C), curl definition (3A-3C), and intense moisture (4A-4C), and are free from sulfates, parabens, silicones, and phthalates. Products are sold at mass-market price points through Walmart, Target (from Feb 2026), Woolworths Australia, and Amazon.
Is being a public or private company?
being is a private company. It is classified as corporate owned and is currently operating.
When was being founded?
being was founded in 2024. It employs 51 to 100 people.
Where is being based?
being is headquartered in Hong Kong, China, in the Asia region.
How does being make money?
One revenue line is on record: consumer Product Sales.
Who are being's main competitors?
Broad incumbents on record are OGX and Pantene. Direct peers are Carol's Daughter, Cantu, Mielle Organics, Camille Rose, Not Your Mother's and SheaMoisture. Emerging players are Cécred and The Doux.
Does being have an API?
No public API is recorded for being.
What industry is being in?
being's product category is Haircare Products. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABABAA, Shampoo & Scalp Cleansers. Its NAICS code is 3256 and its SIC code is 2844.