Hair care brand Odele is continuing its retail expansion into Walmart.

An edited collection of Odele’s elevated hair care essentials will be available to customers across over 1,500 Walmart stores nationwide and online.

Founded in January 2020 by Lindsay Holden, Britta Chatterjee and Shannon Kearney, Odele was created as a modern masstige brand.

“At Odele, we’re hyper focused on making accessible what once felt exclusive—prestige performance, thoughtful design and truly inclusive haircare made for real life,” said CEO Zach Rieken. “Accessibility and inclusivity are what Walmart does best! As Walmart continues to raise the bar for what beauty can look like at scale, this thoughtful collaboration is such a natural fit of values and vision. Launching here is a massive milestone for Odele and a super meaningful step forward in raising the bar for modern masstige. I could not be more excited.”

Eleven of Odele’s hair care products, formulated by hair type and texture, will retail at Walmart, including the Volumizing routine, Smoothing routine, Moisture Repair routine and Clarifying Shampoo, as well as four Stylers (Air Dry Styler, Dry Shampoo, Leave-in Conditioner, Hair Oil) – all priced under $13.