CEO Aziza El Wanni developed the brand to address the gaps she encountered while managing her own complex, textured hair. Drawing from her multicultural upbringing in Suriname, El Wanni created a line designed to perform across varying humidity levels and environments. The retail launch features the brand's core collection alongside the debut of the Control Potion Styling Gel, an Ulta-exclusive product formulated to provide hold without the stiffness or residue common in traditional styling agents.
The Potion Studio Debuts at Ulta Beauty With Climate-Adaptive Hair Care
The Potion Studio has officially entered the prestige hair care aisle at Ulta Beauty, marking a milestone as the retailer’s first brand owned by both Black and Middle Eastern founders. The expansion brings a suite of climate-adaptive formulas for textured hair to 450 store locations and the brand's online storefront.
Industry experts have already begun vetting the new additions to the shelf. Celebrity hairstylist Sophie Rose Gutterman noted that the styling gel maintained definition and frizz control under intense studio lighting, specifically highlighting its performance during second-day styling. The partnership aligns with Ulta Beauty’s broader initiative to diversify its prestige offerings, positioning the brand alongside its existing presence in Nordstrom and its direct-to-consumer platform.
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