Number 4 was launched to give consumers and beauty professionals a product dramatically different than anything they have used before. Today, consumers make their buying decision based on the total experience, incorporating all senses such as sight, touch, and smell. Salons address the needs of the consumer and their desire for that experience. That is why Number 4 has been created as the ultimate experience—from opening the pristine package with cello wrap, the opulent fragrance, the discovery of the stories associated with each product and product category, to exploring and loving the product.
We caught up with the brand to find more about the product personality, high performance, and the experience that consumers fall in love with.
Tell us about your product formulation philosophy and development process.
Number 4’s high-performance formulas include 22 products within four collections inspired by the four seasons. Ranging from Lumiere d’hiver Essentials, Jour d’automne styling aids, Fleurs de Temps Volumizing, and L’eau de Mare Hydrating Shampoo and Condition; all are Vegan, Sulfate-Free, Gluten Free, Paraben Free, and Cruelty-Free.
Number 4 Signature Liquid Complexes™ define all our products, drawing upon water and an advanced delivery system that takes beneficial botanical ingredients and technology to achieve anti-aging, strengthening, color-preserving, and purifying results.
With Number 4 we set the standard of true experience in the high-performance arena while providing creative inspiration for consumers.
Did you develop your brand and product with a particular distribution channel in mind?
Yes, it was created to be the ultimate hair care experience. Therefore, we were looking to partner with salons, spas, professional stylists, and retailers who shared our same core values. We aligned in our desire to create an unparalleled experience for the consumer with high-performance products that are Vegan, Paraben Free, Gluten Free, Sulfate Free, and Cruelty-Free.
How have you funded the launch of the brand?
We have long standing relationships within the professional beauty space, which allows us to be privately funded. Ranging from manufacturers to expert research and development labs, along with various vendors such as creative bottlers and talented packaging designers, all who worked with us to create a high-performance product line.
What’s been your biggest learning in the process of building your brand?
Understanding the power held by consumers and influencers; they have truly changed the way that business is being done, and you must change with the times. Social media has been a huge area of growth for us, with 175,000 organic followers on Instagram and growing rapidly by the moment.
Every day is a new and different day. The only way to keep up is to continue to educate yourself, especially when the technical side of things is ever-changing.
What’s your vision for the future of the brand?
We continue to work towards building a versatile, multifaceted, high-performance product line to help service the consumers’ needs. In addition, we want to create programs that allow us to partner with organizations like Unfiltered Experience.
What excites you about the future of the beauty/wellness industry?
It is exciting that the beauty and wellness industry is growing. We are walking the consumer landscape with no hard and fast rules. It is exciting to experiment and get the job done. You must be flexible and not get stuck in the rut of “that’s the way it’s always been done.” We are never resting on our laurels, but always discovering new and sometimes unconventional methods for achieving our goals.
Content Created in Partnership with Unfiltered Experience.