Beauty Diary: ‘Insane’ hair growth product that ‘works’ lands in Coles
Aussie shoppers are raving about a new line that fixes a common hair problem in Coles supermarkets, labelling the results “amazing”.
Coles shoppers are losing their minds over an affordable hair growth product “that actually works”.
The supermarket giant recently added Hairification, a new Australian brand selling a “science backed” shampoo and conditioner designed to help stimulate growth, to shelves in its 800 stores – and the response has been overwhelming.
Jordan Mylius, a well respected beauty expert, created the $25 product to rectify the state of the haircare industry with a brand that delivers exactly what it promises on the bottle.
Fast-forward three years, and after an extensive amount of research and product development, Hairification has finally hit shelves, with Coles the exclusive stockist.
“There are so many products on the market that say they achieve certain results but there is nothing in their formulation to really substantiate them,” Jordan told news.com.au’s The Beauty Diary.
“Our products do what they say they will, they actually work and we have the scientific proof of the effectiveness of the actives we use in the recommended doses to achieve the amazing results we want for our customers.
“Our products also smell great and look great in our custom packaging.”
It wasn’t just effectiveness he was going for, but affordability too. Jordan explained he didn’t want a product only select consumers could afford.
“I saw a gap in the Australian grocery space for a hair growth stimulating range that actually worked at an accessible price point,” he said.
“It’s key to us at Hairification and covers accessibility on price point, distribution, and consumer resonation.”
But it was quite the challenge. Assembling the “very best formulators, researchers and cosmetic chemists” to formulate a product with “innovative hair ingredient technology” doesn’t come easily.
“We poured over the technical data and clinical evidence to create a shortlist of the best of the best ingredients,” the entrepreneur explained.
“We then took the initiative to combine several of these active ingredients together at their effective doses, to target a broader range of hair concerns, and to identify synergistic pairings to amplify the results of each of the ingredients individually.
“The final step was iteration after iteration of formulations until we were all completely happy with the outcomes and how the products felt for the consumer to use.”
When the product was right, Jordan used his existing experience in the beauty industry to “present Coles an opportunity”.
The result was a multimillion dollar deal that saw the supermarket giant “commit to marketing investment and a partnership to build the brand through their marketing channels”, Jordan said.
“Overlay this with the gap in the category I identified and that Hairification was going to close that gap and give them a competitive edge.”
The product has been on shelves for a few months and already customers are raving about the range. Some claim it has given them “insane” results.
“My hairdresser was literally shocked when I saw her because she couldn’t believe how healthy my hair was looking,” one shared on TikTok.
“Such an amazing range, my hair has definitely had a growth spurt since using regularly,” another added.
As one said: “My hair is so thick and luscious after buying this on a whim. Can’t believe the results.”
Hairification also sells a “Pure Health” range in addition to its “Pure Growth” line, which contains a shampoo and conditioner, both sold at $25, and a $20 treatment.
Receiving positive reviews from customers has been a “joy” for Jordan, who said he has no intention on kicking back following the successful launch.
“Our Pure Grow Intensifying Leave-in Spray is our most popular product so far,” he said.
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“The feedback we have received from customers is that they see results in as little as ten days AND the product smells amazing.
“We have several new products in the works and global expansion planned for 2024, it’s going to be a massive year ahead.”
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