PARIS — Celebrity hairstylist James Pecis’ clean hair care brand Blu & Green is expanding, with the launch of Daily Shampoo and Conditioner Concentrates.

He and his wife Kimberley Norcott introduced the eco-conscious, high-performance line in February 2024, with a shampoo and conditioner in tablet form, a repair mask and solid oil. Those were followed by a dry shampoo and texture dust, created without using aerosol or plastic.

“The first year was good,” said Pecis. “It was really getting our feet wet.”

Blu & Green is part of the hot prestige hair care category, which registered a 6 percent sales increase to $2.3 billion in the United States in first-half 2025, Circana data shows.

Each Blu & Green product won some type of award, and the mask has been the brand’s bestseller. That’s sold out a couple of times, while the solid oil has been another big seller.

“We’re seeing the texture dust right now having a moment,” said Pecis. “It might, actually, surpass those two.”

Tweaks are being made to the tablets, meanwhile.

Products are tested with Pecis’ team backstage at fashion shows, and feedback is also gleaned when salons are using them.

“The tablets were an amazing thing to launch with,” said Pecis, explaining they’ve developed a somewhat cult following. “But also, we knew immediately that they aren’t for everybody.”

So work began on a shampoo and conditioner in a concentrated cream version, to be a little more consumer-friendly.

The concentrates have same product formula as the tablets. They are made with minimal water content and allow for about one-third of the amount of product usage per washing versus a traditional shampoo or conditioner.

Blu & Green’s ingredients include natural and botanically derived actives, and eschew sulfates, GMOs, parabens, petroleum, cyclic silicones, synthetic fragrances, phthalates, SLS/SLES, PEGs or other harmful additives. Products are vegan and Leaping Bunny-certified.

The Daily Shampoo Concentrate includes biotin, panthenol and aloe barbadensis leaf juice. 

“It has a beautiful lather and cleans the hair really [nicely] without stripping it,” said Pecis.

The Daily Conditioner Concentrate has coconut fruit powder, jojoba ester and inulin. 

The concentrates are packaged in lightweight, recyclable aluminum tubes, with each containing about 50 washes-worth of product. Therefore, the packaging waste and carbon impact are reduced, according to the company.

The new products will launch Oct. 3 on bluandgreen.com, Amazon.com and in select salons across the U.S.

A 100-ml. tube will retail for $34.

Blu & Green began in about 20 salons. Its distribution countrywide will be expanded by at least 50 doors, in tandem with the concentrates’ introduction.

“I’ve already started our educational program,” said Pecis, who gives classes in some of Blu & Green’s top-performing salons. “It equates directly to better sales.”

The plan is to then expand into the European Union, United Kingdom and Middle East.