Riley Rose has signed a contract to sell Level Brands’ products in 13 high street stores and on its online platform.

As part of the contract, Riley will retail the Stay Dirty 1.5oz, Stay Dirty 6oz, Valor and Fierce products from Level Brands’ Beauty & Pin-Ups (BPU) range.

The BPU range comprises shampoos and style and finish haircare products that are made using ingredients such as amla, argan and avocado oil.

“Through partnerships with socially conscious brands, we are making a powerful connection to the consumers of our products.”

Level Brands chief operating officer Mark Elliott said: “The new partnership underlines BPU’s quest to impact the $88bn haircare market and is the latest in BPU’s plan to disrupt the status quo in haircare.

“Riley Rose is an ideal fit for BPU in that the goal of both companies is reaching millennial women, a demographic numbering some 40 million in the US.

“For BPU, reaching millennial women makes sense both economically and ethically. Through partnerships with socially conscious brands, we are making a powerful connection to the consumers of our products.”

Level Brands offers corporate brand management and consumer products marketing services to companies in beauty, health and wellness industries.