The story starts in 2011, when Alder New York's CEO, Nina Zilka, was looking for a dry shampoo that would boost volume, absorb grease, and prolong her That Girl styled hairdo for a few days before she had to wash, straighten, and style her hair again. This search ultimately led her to the decision to formulate a powder in her Brooklyn kitchen that would soon become, with a few tweaks, the first iteration of Alder New York's Texture Powder.
Alder New York Hair Powder Makes a Splash
The first bottles sold were glass apothecary style bottles with little cork stoppers secured closed with a slim piece of tape. The product was called Natural Hair Powder and came in three different scents- Eucalyptus, Bergamot, and Patchouli. Eucalyptus was the fan favorite.
In 2012, thanks to a little help from Refinery 29, the team found themselves overwhelmed with 400 orders to fill in one week, quickly followed by orders from Urban Outfitters, Fellow Barber, and Anthropologie. The product's success lead to a packaging update. The cork stopper was replaced with an aluminum cap, plus a crisp new label and 3 more scents- Clary Sage, Lavender, and Juniper.
The Birth of Texture Powder
Then in November of 2016 we launched the new and improved Texture Powder. Shortly after the launch GQ Magazine said "We like the new Texture Powder from Alder New York. That's the royal "we." The full GQ endorsement."
It was a good start for our cult favorite haircare product. We had amassed 4 years of customer and retailer feedback and were excited to launch our beloved Hair Powder under a new name with some exciting improvements. We swapped out the glass bottles, updated the label, designed a box, and added a twist top sifter cap for added ease of use.
The formula also got an update with a single fresh eucalyptus-lime scent, and the addition of sea clay to the all natural formula of shavegrass, kaolin clay, and rice powder. The sea clay provides the formula with even more hair strengthening minerals, absorption, and texturing qualities as well as a more neutral color suitable for all hair colors and types.