Striking + Strong Brings Wellness-Driven Textured Haircare to H-E-B Stores Across Texas

The clean textured haircare brand enters 40 H-E-B locations, marking a major milestone in its disciplined retail expansion.

Published on Feb. 12, 2026

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Striking + Strong, the textured haircare brand designed for women who live active lifestyles, announces its retail launch in 40 select H-E-B stores across Texas beginning February 2026. The milestone marks a significant step in the brand's mission to break down wellness barriers for women with textured hair by offering clean, effective haircare that supports both movement and self-care.

Why it matters

Founded on the belief that women should never have to choose between an active lifestyle and healthy hair, Striking + Strong was created to serve women with curly, wavy, kinky, and coily hair textures who prioritize wellness in all forms. The brand's expansion into H-E-B stores across Texas represents an important step in making wellness-focused haircare more accessible to this underserved consumer segment.

The details

Striking + Strong's science-backed formulas cleanse the scalp and nourish curls, fitting seamlessly into real, active lives from workouts to wash day and everything in between. The brand was founded by Tanja Collins, a seasoned CPG marketing leader, who drew on her own personal challenges as an active woman with textured hair to create a brand designed to meet women where they are.

  • Striking + Strong is launching in 40 select H-E-B stores across Texas in February 2026.

The players

Striking + Strong

A woman-owned textured haircare brand created for women with curly, wavy, kinky, and coily hair who live active lifestyles.

Tanja Collins

The founder and CEO of Striking + Strong, a seasoned CPG marketing leader who created the brand based on her own personal challenges as an active woman with textured hair.

H-E-B

A Texas-based supermarket chain that will be carrying Striking + Strong products in 40 of its stores across the state.

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What they’re saying

“At Striking + Strong, we believe wellness should feel accessible, not complicated. This launch with H-E-B represents an important step in changing that narrative, making it easier for women to stay active, care for their beautiful curls and coils, and feel supported without compromise.”

— Tanja Collins, Founder & CEO of Striking + Strong (EINPresswire.com)

The takeaway

Striking + Strong's expansion into H-E-B stores across Texas marks a significant milestone in the brand's mission to make wellness-focused haircare more accessible and inclusive for women with textured hair, who often feel forced to choose between an active lifestyle and healthy hair. By offering clean, effective products designed to support both movement and self-care, Striking + Strong is challenging the status quo and empowering women to prioritize their overall wellbeing without compromise.