From DIY products to business success: Kenza McIntyre

Kenza McIntyre has transformed her DIY haircare passion into ‘Laffrey’, a new brand focused on meeting the demand for ‘clean, natural, and effective formulations’. Find out more.

Kenza McIntyre’s business Laffrey is a natural approach to hair care . Picture: Shae Beplate.

In today’s beauty industry, the quest for natural and effective hair care products is often a daunting journey.

For Kenza McIntyre, it was this very challenge that led her to create Laffrey, a brand that seamlessly fuses nature and science to provide sustainable hair care solutions.

Her transition from a DIY enthusiast to a business owner was driven by her personal experiences and a desire to meet the unmet demands of consumers seeking clean, natural, and effective formulations.

Kenza, wife of Cowboys star Sam McIntyre, started her journey in hair care at a young age, mixing ingredients to create her own solutions.

“I started experimenting with DIY hair care at home years ago because I couldn’t find products on the market that met my needs,” she told NQ Weekend. “People constantly asked me what I used to grow and maintain my hair, and through countless conversations with friends, family, and even strangers, I realised there was a real gap in the market.

“There was a demand for clean, natural, and effective formulations, products that not only nourish hair but are also safe for the planet. That’s what inspired me to create a solution that truly aligned with those values.”

The process of getting her haircare brand to market was a long but rewarding one.

“I’ve always been passionate about business, especially eCommerce, so I had some understanding of the process—but actually doing it was an entirely different experience than simply hearing about real-case examples. It took me about 18 months of research, planning, a trip to France and countless conversations with experts and fellow business owners, along with a lot of reading, to finally bring my vision to life and launch the brand.”

Kenza McIntyre said the process of getting her haircare brand to market was a long but rewarding one.. Picture: Shae Beplate.

Starting from scratch without industry contacts posed unique challenges for Kenza, yet her determination to find partners that aligned with her values was relentless.

Kenza said the biggest challenge was finding the right manufacturers who truly aligned with the business’ values.

“That process took the longest—especially since I was starting from scratch, without any industry contacts, and working within a limited budget. It required a lot of persistence, research, and negotiation to bring everything together in a way that felt right.

“More than just securing suppliers and manufacturers, it was about building genuine, long-term partnerships with manufacturers who shared our commitment to quality, sustainability, and ethical production.

This persistence paid off, as Laffrey grew organically, driven by authentic connections with suppliers and customers alike.

To bring Laffrey to life, Kenza recognised the importance of partnering with seasoned professionals.

“Although I had been making my own products for years, and had a solid understanding of hair care, partnering with experts in the field was non-negotiable,” she said.

By collaborating with a trichologist and a chemist, Kenza ensured her products were both scientifically backed and effective.

“Collaborating with specialists allowed me to refine and perfect each product while also deepening my understanding of scalp and hair health. From ingredient efficacy to formulation stability, every detail mattered,” she adds, highlighting her commitment to producing high-quality, impressive, inspirational hair care solutions.”

Kenza said Laffrey - which was named after one of her favourite childhood locations, a beautiful lake in southeastern France - was distinct in its dual focus on effectiveness and eco-friendliness.

“Many hair care brands fall into one of two categories—they’re either clean but not particularly effective, or they’re packed with harsh chemicals,” Kenza explained.

Laffrey breaks this cycle by crafting formulations that are both results-driven and entirely natural, using science-backed plant-based oils and extracts.

“Our two signature products are made with 100 per cent natural ingredients, completely free from silicones, synthetic additives, or harsh chemicals. We source everything locally from highly trusted Australian suppliers, ensuring the highest quality and aim to use organic ingredients as much as we can.”

Laffrey products include the Growth scalp oil, The Gloss hair oil alongside French made accessories such as brushes, hair clips, combs and scrunchies.

Kenza’s personal experiences with post-partum hair loss shaped her mission profoundly.

Having gone through it herself, she understands the emotional toll it can take.

“I’m currently two weeks into my second post-partum journey and this time, I feel so much more at ease knowing I have products I can truly rely on to support me through the hormonal shifts and hair changes that come with it.

“Experiencing post-partum hair loss the first time around, especially after a challenging pregnancy, gave me a whole new perspective on what women go through and how we can make this phase a little easier.”

One of the things that made all the difference for Kenza was not just having effective products but creating a self-care ritual around them.

Sam and Kenza McIntyre moved to Townsville from the Gold Coast

“We put a huge emphasis on the ritualistic aspect of using our products because those small, intentional moments of care can be incredibly grounding, especially during post-partum.”

Kenza believes women are acknowledging the importance of quality hair care.

“I truly believe we’re stepping into a new era of hair care, one where it’s finally receiving the same attention and importance as skincare.

“More than ever, both women and men are recognising that healthy hair starts with a healthy scalp, and they’re integrating scalp and hair health into their daily self-care routines. This shift in the beauty industry is both exciting and long overdue, and it’s incredible to be part of this movement.”

Kenza said more women were becoming intentional about the products they used.

“Hair loss was once a topic that wasn’t widely discussed—something many struggled with in silence. But now, with more open conversations, people are finding comfort in shared experiences and realising they’re not alone.”

As for the future of Laffrey, Kenza is optimistic.

Like any business owner with big dreams, Kenza would love to see Laffrey expand into new countries and eventually have her products on the shelves of major retailers.

“But I truly believe that good things take time, and that slow, intentional growth is key to building a strong and sustainable business in the long run.

“We’ve grown entirely organically, and have built an incredible community of loyal customers who not only love our products but genuinely see the value in them. That kind of authentic connection is what drives us forward and reinforces our commitment to quality over quick wins.”

Kenza is working closely with a trichologist and chemist formulator on Laffrey’s next product.

The mother-of-two said she loves the challenges that come with running a business, as well as the rewards.

Kenza McIntyre has launched her own haircare brand Laffrey.

“One of the most fulfilling aspects for me is receiving so many beautiful messages from our customers, telling us how our products have impacted their lives for the better. Being the sole founder of Laffrey can sometimes feel a little lonely, especially when you’re the one handling so much of it on your own. But at the same time, I really feel like I’m part of something much bigger. The connection I have with our incredible customers - hearing their stories, seeing how our products make a difference in their lives - reminds me every day of why I do what I do.”

Kenza, who moved to Townsville from the Gold Coast and before that from Sydney, said she loved Townsville’s entrepreneurial spirit.

“I was really surprised to see a huge amount of businesses owned and operated by women.

“For example, we collaborated with The Beet Bar and Haus of Gia, which are both owned by incredible women, and all of our upcoming collaborations are with female-owned businesses too.”

Kenza is in discussions to collaborate with a head spa in Townsville along with other local businesses to bring the community together through special events.

“I’m also working on something very close to my heart, giving back to our community, particularly to women affected by cancer who have experienced extreme hair loss due to chemotherapy,” Kenza said. “Hair is such a personal and emotional part of our identity and losing it can be incredibly difficult.

“I once came across a study that really stuck with me - it revealed the number one fear many cancer patients had about treatment wasn’t just the physical toll - it was hair loss.

“If we can help in any way, whether it’s through supplying our products, offering support, or simply being part of the conversation, we absolutely will.”

Go to laffrey.com.au and Instagram handle at @laffrey.co

Originally published as From DIY products to business success: Kenza McIntyre