Created by successful barber, designer, and cultural curator Houston White, the high-vibes, inclusive personal care brand Fresh by Houston White launched exclusively at Target to bridge cultural divides in the beauty aisle. The collection is for people of all races, genders, and hair types. It provides effective routines for a community of people who celebrate feeling beautiful and strive to vibe high daily.
FRESH by Houston White features 11 solution-oriented products ($9 – $12) ranging in hair, skin, and body care and offers vibrant packaging and fresh ingredients, including Matcha Tea, Lavender, Soothing Aloe Oil, and scented notes of apricot, almond, cedar, and coconut for an ultimate FRESH feel – all at an affordable price point.
We chatted with Houston about how he developed his barber skills and expanding the haircare sector for men of all textures.
You originally started cutting hair in your aunt’s basement. Did you have a few signature styles, or could you do all haircuts?
I did mostly bald fades with the waves on top. The waves with the tight lineup were really a big deal back in the day.
Did you have any learning curves or memorable hair blunders?
Image Source: @freshbyhoustonwhite
Of course…, I messed a few lines up early on. I was trying to be so precise when I first started!
You’ve created several businesses as an entrepreneur; what vision did you want to achieve when designing the Houston White Men’s Room?
I wanted to elevate the experience of the local barbershop. The goal was to create an upscale environment that exuded approachable opulence. I wanted everything to be perfectly in place and the customer experience consistent and top-notch for the “everyday person.”
How would you describe the essence of a barbershop and how it’s evolved for the modern man today?
Image Source: @freshbyhoustonwhite
The Black barbershop is a second home, a space where you come as you are, no matter who you are, where you’re from, or what you’re going through. When you walk through that door, you enter some type of family you won’t experience anywhere else. The evolution of space has become much more multicultural.
What inspired you to create a natural hair and skin care line for all genders and hair textures?
Image Source: @freshbyhoustonwhite
I started making hair and skin care products in 2008, starting with pomade. The original pomade I was using was discontinued, and because I couldn’t find one that had the same quality, I learned to make my own. When I opened the barber shop, I wanted to give my clients the ultimate experience.
With the positive feedback and questions from women and men from all races who would come in and ask if they could use the pomade, I knew we could re-engineer those recipes to formulate what is now FRESH by Houston White, intentionally created to meet everyone’s hair textures and skin types. I’m happy that our formulas have gone beyond the barbershop and are now available at select Target stores and Target.com.
Is there a common problem or issue you’ve noticed all men face with their hair care/grooming routine?
Many men struggle to find the right hair products and skincare routines tailored to their texture and lifestyle needs.
Image Source: @houstonwhite.co
Where do you see your brand evolving in 2024?
Our primary goal is to continue growing the Houston White brands and uphold our commitment to a culture-first mindset that creates products and services for the greater good. For FRESH by Houston White, we aim to increase mass retail distribution and introduce new products in the hair and skincare categories.
We have some exciting collaborations for Camdentown Flats, our professional housing apartments in Camdentown, Minneapolis, and The Get Down Coffee Co. our specialty coffee selection in Target is a part of the expansion that will bring people, cultures, and communities together to celebrate one another.
The FRESH by Houston White collection also features a QR code and frequency icons on each product, which drive to a playlist of frequencies to listen to while using FRESH products for a truly immersive sensory experience.
