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If you’re anything like us, you harbor a secret dream of living a life punctuated by pastel hues, daintiness in everything you do, and perpetual good hair days. Thanks to LoveShackFancy’s newest collaboration with the iconic hair companies Wet Brush and Goody, this dream will soon become your everyday reality. While LoveShack’s first-ever foray into the hair accessories category is a delightful surprise, it also reads as a natural continuation of the very kinds of femme-forward apparel styles (replete with bow details, ruffles, and floral flourishes) that the New York City–based brand is already recognized and loved for.
The limited-edition collection — available now on the Target and LoveShackFancy sites, though many of its selections are selling out too quick for comfort — is a whirlwind of vintage floral prints and hair care must-haves. Comprised of a total of 35 items, it includes brushes, headbands, clips, bows, and heatless curlers that skip primary colors in favor of four of LoveShackFancy’s signature prints, which bear a flavor of Regency-era romanticism. The collaboration is more than just looks, though: After all, it’s still punctuated by the very same attention to detail that LoveShackFancy prides itself in.
The motives behind this brand convergence likely have something to do with the LoveShackFancy founder’s long-standing penchant for Goody and Wet Brush products. “Their brushes and accessories have always been the ‘getting ready’ essentials in our house both for my girls and myself,” Rebecca Hessel Cohen shared in a press release. “Giving their pieces the LoveShack touch with our signature prints makes them my new, ultimate on-the-go accessories to match all of my favorite looks.”
Hessel Cohen has a penchant for teaming up with brands. Last year, LoveShackFancy joined forces with Stanley on not one but two distinct launches: once in the summertime and once prior to the holidays, releasing a line of Stanley x LoveShackFancy Holiday Quenchers in softer-than-soft blues and pinks, with little bows bedecking their straws. It’s safe to say people were instantly obsessed, because both collabs sold out in a flash — a testament to the sheer popularity of LoveShackFancy’s feminine designs. In the past, it also created limited-edition product lines with brands like Dylan’s Candy Bar, Gap, Sally Hansen, Kendra Scott, and more.
LoveShackFancy’s new hair line with Goody and Wet Brush is a veritable dream: powered, as it is, by pastels and florals to the max.
Courtesy LoveShackFancy
LoveShackFancy hit the ground running in 2013 and has since become synonymous with dreaminess and optimism across its clothing, bedding, and kids’ collections. In 2023, it also made waves in the beauty category via floral fragrances that take inspiration from vintage perfume bottles. Now, eager fans have even more ways of incorporating LoveShackFancy’s charm-filled, happy-go-lucky ethos into their everyday beauty routines: just in time for the pastel-powered season of spring.
LoveShackFancy x Goody Everblooming Rosettes Large Claw
Price upon publish date of this article: $12.99
LoveShackFancy x Goody Pink English Ivy Large Claw
Price upon publish date of this article: $12.99
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Meet the Author
Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on trending collaborations in the worlds of hair, beauty, fashion, and beyond.
