Act+Acre brought skincare-level ingredient science to scalp health, using patented Cold Processing to build a DTC wellness brand that bridges hair and skin.
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See all ads on AdLibrary →Act+Acre is a New York-based scalp health hair wellness brand founded in 2018 by celebrity hairstylist Helen Reavey and her husband Colm Mackin. The world's first Cold Processed hair care brand uses a patented technique to preserve plant-active potency, positioning scalp care as an extension of skincare.
Act+Acre's advertising leads with scalp-as-skin education — a counter-intuitive but resonant message for skincare-obsessed buyers who haven't applied the same logic to their scalp. Browse Act+Acre ads on AdLibrary. The patented Cold Processed technology is a proprietary claim that competitors can't match, lending hard differentiation to otherwise similar-looking clean haircare.
Instagram is the primary paid channel, where editorial wellness aesthetics and close-up scalp/hair texture content perform strongly with the brand's health-conscious audience. Facebook targets skincare-obsessed women 25-45 with wellness and clean beauty signals. Sephora co-marketing supports retail launch moments.
Copy themes: 'your scalp is skin,' 'cold processed for maximum potency,' 'plant-based actives.' The Cold Processed claim is positioned as a formulation standard, not a trend. Scalp microbiome and hair follicle health language appeals to skincare-educated buyers. Helen Reavey's celebrity hairstylist credentials appear in credibility-building content.
Act+Acre demonstrates that a genuine process innovation (cold processing) can become a brand's entire positioning platform. By patenting and naming the process, they turned a manufacturing decision into a marketing asset. For DTC beauty brands, proprietary process claims are more defensible than ingredient claims — the ingredient can be copied, but the named, patented process cannot.
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