SLG Brands: 10 Years of Dry Shampoo Innovation – Introducing COLAB Supreme Clean, Our Most Absorbent Formula Yet

25 April 2025

For over a decade, SLG Brands has been at the forefront of dry shampoo innovation with their brand COLAB, consistently redefining the category to meet the evolving needs of consumers.

As pioneers in the space, we were the first to develop an invisible formula that delivered powerful oil absorption without leaving behind a chalky residue, which revolutionised the consumer experience. Today, we are proud to unveil COLAB Supreme Clean Dry Shampoo, our most advanced formula to date¹—delivering next-level oil absorption without the weight or heaviness that has historically turned consumers away from dry shampoo.

Consumer insights reveal that 2 out of 3²occasional dry shampoo users hesitate to use dry shampoo more frequently due to the way it feels in their hair. With this in mind, COLAB Supreme Clean was meticulously developed to offer exceptional oil absorption whilst leaving hair feeling lightweight, offering an opportunity for retailers to bring in new shoppers and increase loyalty to the category.

And the results speak for themselves:

In independent U.S. consumer trials, over 80% of participants said they would swap their regular dry shampoo for COLAB Supreme Clean.³
In direct testing against the number one dry shampoo brand, users overwhelmingly preferred how COLAB Supreme Clean felt in their hair⁴—delivering fresh, grease free hair without the cakey, heavy feel!

A Decade of Growth & Global Success

From our headquarters in Cheltenham, UK, SLG Brands has built COLAB into a globally recognized dry shampoo brand, proving that a small, independent British company can compete—and win—on the world stage. Over the last 10 years COLAB have sold over 34 million cans, in 28 different countries, and is currently available in over 25,000 retailer outlets.

COLAB has successfully expanded across North America, securing retail partnerships with some of the most influential global beauty destinations, including Walmart, Target, CVS, Kroger, Rite Aid, Giant Eagle and Meijer. COLAB Dry Shampoo is also expanding across Europe and Asia, with a strong retail presence in the Netherlands and gaining popularity in East Asia.

"COLAB’s success generally, and the speed of growth in the U.S. and the rest of the world, is a testament to SLG Brands’ commitment to innovation, agility, and responding directly to consumer needs," says Lucy Beresford, Managing Director of SLG Brands. "Supreme Clean is our latest breakthrough—giving consumers what they’ve been asking for: a powerful yet weightless dry shampoo that leaves hair feeling refreshed, clean, and natural."

The Next Chapter of Dry Shampoo Evolution

As the global dry shampoo market continues to evolve, SLG Brands remains dedicated to pushing boundaries and setting new standards in performance and formulation. COLAB Supreme Clean represents a milestone in our 10-year journey, combining advanced research with an unwavering commitment to excellence.

Now available in Walmart, CVS, and Meijer, COLAB Supreme Clean is set to redefine what consumers expect from their dry shampoo.

For more information, imagery, or retail partnership inquiries, please contact pr@slgbrands.com.

¹Compared to COLAB Original.
²Attest Dry Shampoo Survey June 2024
³Independent USA Consumer User Trials 2024
⁴Independent USA Consumer User Trials 2024

About COLAB Dry Shampoo

COLAB is run by a collective of cosmetic scientists & creative haircare innovators. We have over a decade of dry shampoo expertise from our base in Cheltenham, UK. Our mission is to create ‘great hair days on demand’ for our consumer, who is looking for instant results & convenience.

We believe that beauty should be fun and affordable, whilst never compromising on quality.

As experts in Dry Shampoo, COLAB has long demonstrated its reputation in bringing innovation to the category and meeting the needs of its global consumers, and has built a loyal community on social media, as the most followed Dry Shampoo brand on TikTok with over 440k followers and over 340 million likes on #lovecolab.

COLAB disrupted the category as the first brand ever on the market to create an invisible, ‘white-residue free’ formula, as well as innovators in overnight formulas with ‘COLAB Overnight Renew’.

The core range is backed by dermatological testing and is independently tested on consumer panels. The range is available in over 25,000 points of distribution, across a range of international retailer outlets including Walmart, Target, CVS, Kroger, Feel Unique, Sainsburys, Amazon, Kruidvat, Hebe, Di, Muller, Manor, Olive Young, Woolworths, Chemist Warehouse, and many more.

COLAB was launched in 2014 by SLG Brands, a global beauty brand owner and incubation platform partner who has developed and launched some of the most exciting, vibrant and authentic beauty brands available around the world; consistently demonstrating their capabilities as agile, quick movers to trends, consumer movements and changing technologies.

For more information, imagery or just to have a chat please contact their newsroom pr@slgbrands.com

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