MIMI Haircare for Kids was founded by Brisbane mum and beauty expert Emma Mackenzie, who was on a mission to launch a natural, plant-based haircare brand for children aged two to 12 years old.
After working for global beauty giants like L'Oreal and Elizabeth Arden and becoming a mother, Mackenzie saw a gap in the market and spent 18 months developing the dermatologist-approved range.
"I was tired of the daily battles around haircare," Mackenzie told Retail Beauty.
"I looked to the market for solutions, but baby products were too mild for my active, school-aged children, and adult formulas contained harsh synthetic ingredients that often irritated their eyes and scalp.
"I wanted a natural solution that genuinely worked - something that made mornings easier for parents while helping kids feel confident and independent," Mackenzie added.
Since launching, the brand is now available at Chemist Warehouse and claims to be the country's number one selling kids' haircare range, ranking in the top 25 of all 1,400 haircare SKUs at the pharmacy giant.
The above article was sent to subscribers in Pharmacy Daily's issue from 19 Mar 26
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