Ron’s company started seeing the Nexxus foundation line of Nexxus showing up in drugstores about 10 years ago when product diversion was at its peak. At this time hair stylists were complaining about loosing their retail business to the drugstores. The Nexxus foundation line, like other once salon only brands, were no longer exclusive to the salon environment. However the organic line of Nexxus’ had not been diverted and was still salon exclusive. So Ron turned his focus to selling the organic line to offer salons exclusive products. At this time he also started researching other exclusive lines so that he could offer stylist many exclusive products. Ron realized that by selling non diverted products he would be helping hair stylists keep their retail dollars.
We now offer only exclusive products
Ron still carries the organic line of Nexxus called Phyto Organics and has aquired more non-diverted lines. In 2001 RWA started distributing AG hair cosmetics a family owned and operated hair product line from . In 2002 RWA started distributing the German hair color line Kadus and the stylist created line, Brocato. In 2005 L’ANZA partnered with RWA because they were unhappy with their distributor. Right after acquiring L’ANZA hair products, L’ANZA made a new color line and launched it with RWA. In 2008 RWA was looking for a keratin smoothing treatment and tested many in order to find a high quality smoother. After testing Ron decided to partner with a brand called Keratin Complex. Keratin Complex performed the best and also did not have harmful ingredients like the competitors did.
We now currently have the biggest selection of non-diverted products to offer stylists. Now stylists can be confident in what they recommend to their clients because they do not have to worry that their clients can buy their professional product recommendation at a drugstore.