Industry News

Verb Products Re-launched at Paramount with Fresh Look & Line-up

Valeria Fanelli | September 13, 2012 | 2:08 PM
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Back in January, 2011, the creators of Birds Barbershop, a popular unisex concept with five locations in Austin, Texas unveiled VERB, a line that answered their stylists’ and customers’ demands for more affordably-priced, professional-quality hair products. Until then, products with high-quality ingredients that came without parabens, sulfates and gluten did not exist at a retail price point below $20. VERB’s core line costs $12 retail.

“We went to Cosmoprof and met with many distributors who loved our affordable, salon-quality idea, but not the way it was packaged,” said VERB Co-Founder Michael Portman. “Once they said they’d been hearing the same complaints about affordability from salons nationwide, we knew we had to go back to the drawing board. Good thing we did.”

Since Sept. 1, 2012, VERB has rolled out its re-imagined line through Paramount Beauty, the first regional distributor to carry the line.

“Starting with Paramount, we are finalizing partnerships with multiple regional distributors across the nation and are excited about the opportunities ahead of us,” said VERB Co-Founder Jayson Rapaport. “You can be the best-looking product in the world, but if you don’t perform, you’re dead.”

The re-imagined VERB line begins with Hydrating Shampoo and Hydrating Conditioner, Sculpting Clay and Forming Fiber for shorter styles and Styling Cream and Finishing Polish for more refined looks. Having completed a round of investor funding, Rapaport and Portman recruited a luxury brand product developer, an in-house designer and a sales team comprised of the best they’d seen on the salon side. They also employ nearly 100 award-winning stylists, giving VERB a true-to-life focus group right at their fingertips.

Each VERB product is water-based, vitamin-enriched and contains a natural UV protectant.

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