Derek: Between your reaction videos and Charli / Joana collabs, you also launched your brand, XMONDO. When did that start?
Brad: We started about three years ago with one product called Glitterati, which was this very glittery, innovative styling serum. Then we grew into the entire market of hair care with shampoos, conditioners, pomades, curl products, a color line ? you name it. In the last three years we launched like 32 products.
Derek: 32 products is huge! Without giving too many spoilers, what are you working on next?
Brad: We have our new
Recalibrate
line, our bond building line, which everyone in the world is obsessed with. It's very technology-driven and will give you really healthy, strong, shiny hair.
Then there's also another component, which is still very much a year away, but we're working on a new type of color line that will instantly change your hair color with very little effort. We think it will evoke confidence in the consumer. Everything I do, I like to relate it back to confidence-building and making people feel good about themselves. Because if I'm not doing that, then what the hell's the point?