CPG Vets Debut Odele, a Modernized Mass Hair Brand

As clean hair brands continue to proliferate, the latest launch, designed for entire families to share, comes from a trio of Minnesota-based Millennial moms with professional backgrounds in consumer packaged goods. Odele, a nine-sku line of clean and upscale for mass hair-care products — each item retails for $11.99 — is set to launch in more than 1,000 Target doors and target.com on Jan. 26. The name Odele is a phonetic translation of “å dele,” meaning “to share” in Norwegian. The brand is the brainchild of Lindsay Holden, Britta Chatterjee and Shannon Kearney. Each have spent the last decade and more working in sales, marketing and product development roles across various Minnesota-based CPG and retail companies — from General Mills and hair-care company Renpure to Target. The trio of women, all Millennial mothers, met through work and saw a hole in the market for a modernized hair-care brand that would appeal to and work for all members of the family. “We wanted something in the category that we couldn’t seem to find despite being so much out there. We looked at our bathrooms and in our showers and we had fancy shampoo for us, our partners had whatever kind, then there were the

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