Form, the new haircare line for women from the Silicon Valley entrepreneur Tristan Walker, has found a retail partner right out of the gate with Sephora.
The line of 10 shampoos, conditioners and other products will launch on Sephora.com today and show up in Sephora stores across the country in the fall.
Form is the second brand launched by Walker & Company Brands, a health and beauty startup founded by the entrepreneur Tristan Walker in 2013. The first was Bevel, which sells razors and shaving accoutrements designed to reduce or eliminate razor bumps — a problem that affects a majority of black men. Bevel products are sold on Target.com and in Target stores, in addition to on Bevel’s own website.
Walker describes the new Form products as being “steeped in science,” which he says allows the line to work for a wide range of hair textures — not just straight, for example.
“We are inclusive from the very beginning,” he said in an interview.
Customers who shop directly on FormBeauty.com answer a series of questions that result in a recommended collection of items chosen for them. Sephora.com won’t offer that option at the start, but Walker wouldn’t rule it out down the line.
Function of Beauty is another startup selling hair care items that is trying to personalize products for each customer.
Here’s Walker’s appearance, alongside Kara Swisher, at a Recode Code Commerce event earlier this year.
This article originally appeared on Recode.net.