After 14 years of research and development, P&G is unveiling its latest venture: a new, water-activated hair-care brand called Gemz. Instead of traditional solid shampoos that function similarly to your average bar soap (i.e. lather, rinse, repeat), Gemz offers single-dose shampoos and conditioners molded into hexagonal “gemstones.” Just saturate with water, and they activate into a creamy texture similar to that of a standard shampoo or conditioner.

P&G’s R&D team described the brand as “a science-driven response to modern consumer needs,” via email, explaining that “each ‘gem’ is made of intricately spun threads — creating a porous, high-surface-area matrix that dissolves rapidly when exposed to water.”

By cutting down on packaging and removing water (bottled shampoos contain up to 80% water), Gemz delivers a concentrated formula free from inactive fillers and excess product build-up to offer prolonged hair-wash results and the ability to tailor one’s wash-day routine to specific needs.

The brand will launch at Target on July 13 with five shampoos and five conditioners to address every hair type and concern: Shampoos include Perfect Air Dry, Touchably Soft, Up All Day Volume, Curly Days and Hydration Lock; conditioners include Quick Blow Dry, Profound Moisture, Rainy Day Anti Frizz, Stress Less Repair and Light as Air. A five-count pack retails for $8; the 11-count variety pack is $15.

Alongside its portfolio of traditional shampoo brands (Pantene, Herbal Essences, Head & Shoulders, Aussie), P&G’s expansion into innovative and sustainably-minded hair care is a response to shifting consumer attitudes.

The conglomerate observed growing demand for solid shampoos and conditioners, but felt that the market’s current options fell short when it came to performance.  “Consumers are responding to the concept because it offers high-performance beauty results without the fillers, buildup or waste of traditional liquid formats — plus the customizable, travel-friendly design fits seamlessly into their fast-moving, ever-changing routines,” the company shared.

To introduce a new delivery system for shampoo and conditioner to consumers, P&G is employing digital-first storytelling and influencer campaigns to snag Gen Z (its target audience)’s attention. It selected Target as its first retail partner due to its “strong Gen-Z customer base” that will help introduce the younger generation to water-activated hair care.

“Gemz was created for people who want hair care that adapts to them, even if their hair needs change every wash day,” P&G added. “With Gemz, it’s easy to mix and match formulas to create the perfect routine.”

Ahead, see all of Gemz’s water-activated shampoo and conditioner offerings launching at Target.

Gemz Want It All Variety Kit, $15

Gemz Light as Air Conditioner, $8

Gemz Profound Moisture Conditioner, $8

Gemz Quick Blow Dry Conditioner, $8

Gemz Rainy Day Anti Frizz Conditioner, $8

Gemz Stress Less Repair Conditioner, $8

Gemz Curly Days Shampoo, $8

Gemz Hydration Lock Shampoo, $8

Gemz Perfect Air Dry Shampoo, $8

Gemz Up All Day Volume Shampoo, $5

Gemz Touchably Soft Shampoo, $8

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