Great hair days begin with the right formula. For HASK, that means bringing together thoughtful ingredients, proven performance, and accessible price points to create hair care that works for real life. As consumers seek personalized solutions for everything from hair thinning to scalp care, HASK continues to evolve. At the heart of that innovation is Kristen Ciofu, HASK’s Director of Product Development. Drawing on over three decades of beauty industry experience—spanning both active hairstyling and formulation—Kristen offers an inside look at the science, trends, and creative thinking shaping HASK’s next chapter.
What is your name and current role at HASK? Kristen Ciofu, Director of Product Development
Can you tell us about your journey into the beauty industry and what led you to join HASK?
I began my career as a hairstylist, where I developed a passion for understanding my clients’ hair concerns and recommending products tailored to their individual hair types and needs. That passion for hair care led me into the corporate beauty world, where I began working in regulatory compliance before transitioning into product development. Throughout my career, I’ve worked across both masstige and prestige hair care brands, gaining experience in bringing successful products from concept to market. Throughout that journey, I continued freelancing as a hairstylist and makeup artist, which kept me connected to emerging trends, consumer needs, and how products perform in real life on different hair types. With more than 20 years as a licensed hairstylist and ten years working for beauty brands, joining HASK in August 2025 felt like a natural next step, bringing my professional experience and consumer-first perspective together to help drive innovation.
What makes HASK stand out in today’s crowded hair care market?
What makes HASK stand out is delivering high performing hair care at an accessible price point. Our goal is to bring salon inspired performance to consumers, while being thoughtful about every detail, from ingredient selection and formulation to packaging and product testing. We put our formulas through multiple rounds of testing across a variety of hair types and textures to ensure they deliver the desired performance. Ultimately, we want consumers to feel confident that great hair care doesn’t have to come with a high price tag, and we hope they enjoy using HASK as much as we enjoy creating it.
If you had to describe the brand in three words, what would they be?
Performance, Personality, Value
HASK is known for its use of oils like argan, coconut, and tea tree. Why are these ingredients such a core part of the brand’s identity?
I think what makes these ingredients so special is that they connect the power of nature with the performance consumers are looking for in their hair care. Ingredients like argan oil, coconut oil, and tea tree have long been recognized for their unique hair and scalp benefits, and each brings something different to a formula. From helping hair feel softer and smoother to supporting scalp care, they allow us to help create targeted solutions for different needs. At HASK, it’s about more than just featuring recognizable ingredients; it’s about thoughtfully formulating products that deliver on their benefits and make great hair care accessible to everyone.
How do you approach creating products that work across different hair types and textures?
It starts with recognizing that there is no one-size-fits-all approach to hair care. Different hair types, textures, and concerns require different solutions, so we focus on understanding those needs and developing formulas that address them. From someone with fine hair, looking for the appearance of thicker strands, to curly hair that benefits from added nourishment and definition, performance is always at the center of our approach. We also consider the complete consumer experience, including how a product feels, smells, and fits into someone’s routine. Our goal is to help consumers find products that work for their hair, rather than expecting their hair to fit a particular product.
What are some of the biggest hair care concerns you’re seeing from consumers right now?
Hair thinning and hair loss are concerns getting a lot of attention right now. Consumers are becoming more proactive about this and are looking for ways to support fuller-looking hair. From a product development perspective, this means looking at the entire routine, from cleansing to conditioning and styling. It’s important to understand what consumers are experiencing and develop products that address their needs while being thoughtful and transparent about what a product can realistically deliver. One of our best-selling ranges is the HASK Thicken Shampoo and Conditioner. Infused with Biotin and Collagen, the formulas help promote stronger feeling and thicker looking hair.
How do you support retailers in helping customers better understand and use your products?
Education is an important part of what we do. We support our retail partners with product presentations and education that help communicate the benefits of our formulas, key ingredients, and the specific hair care concerns each product is designed to address. With so many options available, it can be overwhelming for consumers to know where to start, so clear communication makes a real difference. We want to make it easy for shoppers to understand what a product does, how it fits into their routine, and which products work well together. The goal is to help consumers shop with confidence and find the right solutions for their hair.
Clean beauty continues to evolve. How is HASK adapting to changing consumer expectations?
Clean beauty is constantly evolving, and we believe it’s important to evolve with it. We consistently monitor global regulations, changing consumer sentiment, ingredient transparency expectations, and opportunities to improve our packaging. For me, it’s about taking a thoughtful, science-informed approach rather than treating clean beauty as a passing trend. Consumers want to understand what they’re putting on their hair and why certain ingredients are included, so transparency and education are increasingly important. As a brand, we must balance those expectations with product performance, safety, quality, and accessibility. All of those considerations play a role in how we approach product development.
How does HASK incorporate customer feedback into product innovation?
Consumer feedback is one of the most valuable inputs we have because it helps us understand how products perform in the real world. We look at the needs, frustrations, and preferences consumers share, whether that’s feedback on product performance, fragrance, texture, packaging, or their overall routine. Those insights help us identify opportunities to improve existing products and inspire ideas for future innovation. As a product developer, I think it’s important to really understand what consumers are looking for and, more importantly, what they’re trying to solve. Those insights help us create products that address real needs and make a meaningful difference in their everyday hair care routines.
What are some must-have HASK products you’d recommend for someone new to the brand?
I would recommend starting with a collection that aligns with your primary hair concern. If you’re struggling with frizz, our Smooth collection is a great choice, and I love the Heat Protect Thermal mist for styling. For someone looking to pump up their fine or thin hair, the Thicken range is a perfect option, while our Tea Tree collection is worth exploring if scalp care is a priority, specifically the shampoo and conditioners or deep conditioner packets. What I love about HASK is that you don’t need an elaborate routine or a huge investment to get started. I always recommend identifying your biggest hair concern first and choosing products with the lead benefit that addresses that need. From there, you can build a routine that works for your hair and lifestyle.
Do you feel there is a connection between hair care and overall self-care or wellness?
Absolutely. Hair care can be about so much more than how your hair looks. It can be a moment to slow down, reconnect with yourself, and do something that makes you feel good. Even a simple routine, like taking a few extra minutes to massage your scalp or use a treatment, can become a small but meaningful ritual. I also think how we feel about our hair can influence our confidence. From a product development perspective, I love that we have the opportunity to create products that not only meet functional needs but also make people feel good about themselves.
What’s the best life or career advice you have ever received?
One piece of advice I always come back to is to stay curious and never stop learning. Beauty is an industry that constantly evolves, and some of the best ideas come from being open to new perspectives, techniques, asking questions, and being willing to challenge the way things have been done. Throughout my career, moving from behind the chair into product development has taught me the value of understanding a business from different angles. Every experience and person you meet has something to teach you, and I think staying curious is what allows you to keep growing both professionally and personally.
What’s something you’re personally passionate about that inspires you in your work?
I’m passionate about the intersection of creativity, science, and understanding people. One of the things I love most about product development is taking a consumer need or an idea and turning it into something tangible that people can incorporate into their lives. My background as a hairstylist has always influenced the way I approach innovation because I understand how personal hair care can be and how much the right product can matter. I’m inspired by the challenge of creating products that combine thoughtful formulation, great consumer experience, and effective performance. When those elements come together, that’s what makes product development so rewarding for me.
What are some of your favorite hobbies or things you enjoy doing outside of work?
Outside of work, I really value having time to recharge, spend time with the people who are important to me, and make space for the things I enjoy beyond my career. I really enjoy practicing yoga, going to book clubs, museums and concerts, and getting involved in community events. I think having interests outside of work is important because it gives you a fresh perspective and helps you return to what you do with new energy. Working in beauty is naturally creative, so I also appreciate anything that allows me to explore new ideas and find inspiration.
How important is wellness or self-care in your daily routine?
Self-care is very important to me, especially because working in a fast-paced, creative industry can make it easy to get caught up in the day-to-day. I think wellness is less about having a perfect routine and more about being intentional about making time for yourself, whether that means getting enough rest, moving your body, eating a lovely meal, or taking a few moments to reset.
What’s one trend in hair care you’re especially excited about right now?
I’m excited about the growing acceptance of natural gray hair and the shift toward more personalized, lower-maintenance hair routines. More consumers are choosing to embrace their natural grays or blend them rather than feel the need to cover every strand. I think it reflects a broader movement toward embracing individuality and making hair care work for your lifestyle. From a product development perspective, it also highlights the importance of addressing the changing needs of hair as it grays, including moisture, smoothing, shine enhancing, and manageability.
What’s next for HASK? Are there any innovations or launches we should keep an eye on?
Innovation is always an ongoing focus for us at HASK. We’re continually looking at emerging consumer needs, ingredient trends, and opportunities to improve the way people care for their hair. A big upcoming launch for us will be our HASK Waves line, stylers that offer lightweight moisture and texture to create or enhance natural waves. These products will be great either as stand-alone items or used together in a wavy hair routine. Wavy hair needs products that create volume, texture and definition, and many current products on the market can be too heavy and weigh hair down. We kept this in mind when creating these new formulas and are very excited about the launch.
