Angela D. Muth Brings LINA LENNOX to Ulta Beauty and Target

The founder of the luxury organic silk hair protection brand opens up about landing two major retail partners in 18 months, the nightly ritual behind her designs, and the advice she has for women building next.

LINA LENNOX founder Angela D. Muth has spent the past 18 months building a brand around a simple belief: the way we protect our hair deserves the same thought, quality, and beauty as every other step in our routines. This October, that belief arrives at two of the country’s leading beauty retailers. The Orlando-based, Black- and woman-owned luxury hair protection brand launches on Ulta.com on October 1, followed by Target.com through Target Beauty Studio on October 25.

LINA LENNOX was born from a personal search. After years of looking for hair protection that worked for her own hair without asking her to choose between efficacy, quality, and beautiful design, Muth turned to 100% organic mulberry silk and created a collection that treats protecting your hair as an intentional part of the beauty ritual.

“I created this brand because I believed caring for our hair deserved the same level of thought, quality, and beauty that we expect from every other part of our beauty routines,” Muth said in announcing the retail launches.

Two Retail Doors, One Unforgettable Month

For Muth, both partnerships grew out of genuine belief in the brand. “Both opportunities came together through relationships within Ulta Beauty and Target,” she tells Bacon Magazine. “In each case, there were people who recognized the potential of LINA LENNOX, believed in what we were building, and helped bring the brand to the attention of the right teams.”

“From there, the conversations developed very naturally,” she continues. “There was strong alignment around the brand, our positioning and the opportunity we saw within hair protection, and those early conversations ultimately grew into two incredible retail partnerships.”

The timing still amazes her. “We were only about 12 months into building LINA LENNOX, and suddenly we were preparing to launch with two of the biggest beauty retailers in the country within the same month,” Muth recalls. “It was one of those founder moments you don’t forget.”

The celebration was brief, because the real work was waiting. “There wasn’t much time to sit back and celebrate, though. We had to get to work,” she says. In the months that followed, Muth and her team scaled their supply chain, expanded the team, developed new products and colorways, and strengthened operations so the brand would be prepared for the launches themselves and for everything that this level of retail exposure could bring.

“It has been incredibly intense, but equally rewarding,” she shares. “LINA LENNOX started with an idea rooted in creating elevated, functional hair accessories that truly considered the needs of our customer. To have personally made those initial connections and now see the brand launching with two major retailers so early in our journey is incredibly special. It’s also been a reminder that sometimes you have to be willing to make the first move and put what you’re building in front of the right people.”

A Bonnet Worth Being Seen In

Muth’s own nighttime routine is where the brand’s philosophy begins. “My nightly hair routine is really about protecting my curls while keeping things simple,” she explains. “I usually apply a little hair oil, loosely put my hair up with one of our silk scrunchies, and then put on my bonnet. It only takes a few minutes, but it makes such a difference in how my hair looks and feels the next morning.”

That simplicity shaped every design decision. “Hair protection is something so many of us practice every single night, and I wanted to reimagine that routine as something that could feel intentional and elevated,” she says. “The products needed to function exceptionally well, of course, but I also wanted to create pieces you genuinely enjoy wearing. I never wanted a woman to feel like she needed to hide her bonnet if someone saw her in it.”

Every LINA LENNOX accessory is crafted from 100% organic mulberry silk, including 22-momme, grade 6A silk designed to reduce friction, help retain moisture, and minimize the pulling, frizz, and breakage associated with traditional fabrics. The collection is made without synthetic silk blends, is OEKO-TEX Standard 100 certified, and was designed with hair types and textures from 1A through 4C in mind. The lineup includes the signature Organic Silk Hair Bonnets and Organic Silk XS Hair Bonnets at $78, XL Organic Silk Hair Bonnets at $98, and Oversized Organic Silk Scrunchies at $36, alongside curated sets and bundles.

Even the packaging carries the same intention. The brand’s signature case, The Cocoon, gives each bonnet a beautiful place to rest when it is off duty. “Instead of your bonnet being tucked away in a drawer or left on a nightstand, it has a beautiful, intentional place to live when you’re not wearing it,” Muth says.

“Everything we create comes back to three things: comfort, function, and beauty,” she adds. “I believe the things we use to care for and protect our hair every day can do their job exceptionally well while still feeling luxurious, considered, and worthy of being seen.”

Build for the Door Before It Opens

For the women dreaming of seeing their own products on a major retail shelf, Muth’s advice is to be visible and be prepared at the same time. “Put yourself out there, and build the business before the opportunity arrives,” she says.

“You can have an incredible product, but people still need to know it exists,” she continues. “Reach out. Introduce yourself. Go to the events. Build genuine relationships. Tell people what you’re building and why it matters. Don’t wait until your brand feels ‘big enough’ or everything is perfect before putting yourself in the rooms where you ultimately want your business to be.”

Visibility, she stresses, has to be matched by the work behind the scenes. “Know your numbers, understand your customer, strengthen your supply chain, and build the infrastructure to actually deliver when the opportunity comes.”

“One of the biggest things I’ve learned is that you can’t always control when a door will open, and sometimes it happens much earlier than you imagined,” Muth shares. “What you can control is whether you’ve positioned yourself to be seen and whether you’ve built your business seriously enough to step through that door when it opens. The opportunity may come before you feel completely ready. Be prepared enough to say yes, and willing enough to grow into everything that comes next.”

The Quiet Moments That Refill Her

Leading a brand through a season of rapid growth while also being a wife and a mom has taught Muth to give herself grace. “I’m still figuring this part out,” she says with honesty. “I’m in a season where LINA LENNOX is growing very quickly, and I’m also a wife and a mom, so the reality is that there isn’t always a perfectly curated self-care routine, and I’ve learned to be okay with that.”

What keeps her grounded is knowing when to step away. “Spending time with my family, being present with my children, laughing, and allowing myself to turn off the founder mindset for a while resets me more than anything else,” she says.

She has also learned to protect small pockets of stillness. “I’ve learned how important it is to create moments where no one needs anything from me,” Muth explains. “Sometimes that looks like a little quiet time at the end of the day, taking care of my hair and skin, putting my phone down, or simply giving myself permission to be still. Those small moments make a difference.”

“Building a company requires an enormous amount of energy, and I’m learning that showing up for LINA LENNOX doesn’t always mean doing more,” she reflects. “Sometimes the best thing I can do for the business, and for myself, is create enough space to come back the next day with a clear mind, renewed energy, and a fresh perspective.”

Where to Shop LINA LENNOX

LINA LENNOX is available on Ulta.com beginning October 1, 2026, and on Target.com through Target Beauty Studio beginning October 25, 2026. The full collection is available now at LINALENNOX.com.

For Muth, this milestone is only the opening chapter. “This is a huge moment for us,” she says, “but it still feels like the beginning.”