After just one year, Target is expanding its exclusive partnership with celebrity hair stylist Kristin Ess by adding 11 of her new hair care items to store shelves. The namesake line has catapulted to success with consumers thanks not only to unique formulas but to Kristin’s social media savvy by connecting with her loyal fan base via her Instagram account.

“Since Target first introduced Kristin Ess Haircare one year ago, our guests have fallen in love with the collection. That’s why we were so excited to once again partner with Kristin to develop 11 new products that are high-quality, affordable and fun,” said Christina Hennington, Senior Vice President of Beauty and Essentials at Target. “This new collection is all about providing a solution for every haircare need, and it reinforces that Target is where you can discover incredible beauty products at an equally incredible value.”

The new Kristin Ess Hair assortment features a variety of formulas designed for tinting, cleansing, conditioning, styling and restoring hair. Among the offerings includes the brand’s Purple Shampoo and Conditioner duo, $12 each, which aims to balance out unwanted brassiness experienced by those who have light or colored treated hair. There’s also a Signature Hair Water, $10, which is dispersed as a fine mist to add moisture, volume and remove creases. Additionally, Kristen is debuting her first hair color product, Rose Gold Temporary Tint, $12, an in-shower hair color that deposits a short-term rose gold hue when sprayed onto damp or wet hair. “I’m a colorist so hair color has always been high on my list,” said Kristin about the product. “I wanted to start out with something very noncommittal, that was easy to apply, and that felt good in the hair.”

Each item in the collection will feature the brand’s signature Zip-Up complex, which consists of Kerabead microcapsules and conditioning ingredients such as chia seeds, pea protein and marine algae, meant to strengthen hair and protect against damage.

The products debuted at Target stores and on Jan 21, with prices ranging from $10 to $14.