Berry Global & Cosmos Corporation collaborate to launch Texture Theory haircare products

Berry Global has partnered with Cosmos® Corporation to introduce a new line of squeezable tubes for Cosmos’s Texture Theory™ brand, which launched in July in approximately 6,000 Dollar General stores.

With both value and wholesome ingredients in mind, Texture Theory brings quality, cruelty-free hair products that are accessible and affordable to consumers. Value channel stores are one of the fastest growing types of retail outlets and are uniquely positioned to offer value, variety and convenience to a wide range of customers. More than 65% of U.S. consumers report they have textured hair, according to the latest TextureTrends survey from Naturally Curly. Nearly 80% of textured-hair consumers tried a new brand over the last year, compared to 63% of non-textured-hair consumers. Offering select Texture Theory products in squeezable tubes in the value channel helps deliver premium-style textured-hair products to a wide audience at an affordable cost.

Just like the quality of the product inside, there’s no compromise on the look and functionality of the tubes. Texture Theory tubes produced by Berry are embellished with gold foil, which provides a luxurious look befitting the Texture Theory brand.

“Consumers love the ease of use, look and portability of tubes,” said Bill Sommer, Supply Chain Manager – Print Category, Cosmos. “Berry was able to provide tubes in the range of sizes and styles with the specialty finish we were seeking for the Texture Theory brand.”

Berry tubes currently serve three Texture Theory products, including a 1.7 oz. scalp oil with screw-top cap, and a 4 oz. mask treatment and 8 oz. styling gel with flip-top caps. The line will expand in October to also include an 8 oz. hydrating pudding with a flip-top cap. The extruded tubes are made of polyethylene and are manufactured at Berry’s Easthampton, Massachusetts, location. The caps are produced at Berry’s Evansville, Indiana, operation.

This article was originally published by Berry Global.