AUSSIE MUM'S GAME-CHANGING KIDS HAIRCARE LAND IN 530 CHEMIST WAREHOUSE STORES THIS WEEK.

Wednesday 13th March, 2024

I's a problem affecting most Australian families with school-aged children: tears, tantrums, relentless negotiations.  And this week, one Australian mum is changing the game, launching the solution to kids' haircare dramas across a network of 530 Chemist Warehouse stores. The brand MIMI HAIRCARE FOR KIDS, founded by Emma Mackenzie, a stay-at-home mother of two who was tired of battling with her kids over haircare.

"Kids' haircare is stressful. Ask any parent, and I guarantee they will agree! Three years ago, on an average Tuesday morning whilst cutting a matted mess out of my daughter's hair, I threw my hands up and proclaimed for the last time! That's it, I am going to do something about this." 

 

"I'd exhausted all the options. Baby haircare lacked the gusto needed to tackle the effects of my children's active school-aged lifestyles, while adult products contained ingredients not suitable for their sensitive skin and eyes. The few 'children's products' that did exist contained nasty synthetic ingredients."

 

"There was an underserved need in the market for children's haircare products and I was going to do something about it. Because at the end of the day, I didn't want my kids' first experience with personal care to be so negative".

THE OPPORTUNITY

The global Kids Personal Care Market is projected to reach USD 137.11 billion 

in 2030*.Growing at an average 6.99% per year ahead of total Personal Care at 3.3%**https://www.kingsresearch.com/kids-personal-care-market-371

Parents are becoming more conscious about the ingredients used in personal 

care products and are seeking products that are free from harmful chemicals,

 allergens, and irritants.

 According to Alicia Vogles, Haircare Buyer at Chemist Warehouse, 

"We welcome MIMI at Chemist Warehouse stores, as it is well-placed to 

benefit the growing need for parents wanting natural products for their kids.

THE JOURNEY

Emma Mackenzie embarked on an 18-month mission to develop a solution for kids and their families that made haircare safer, more effective, and less stressful. Starting with the science to understand how children's biology impacted their haircare needs.

• Children's active lifestyles expose them to environmental aggressors such as swimming pool chemicals and UV rays that impact hair health.
• Their hair is denser relative to their head circumference and is dryer texture due to reduced oil production triggered by puberty. 
• Their scalp is 30% thinner, allowing ingredients to penetrate their bloodstream more rapidly. 

A research study at the Connors Centre for Women's biology in Boston has found a correlation between the types of hair products used, the frequency of use and the age at which girls hit puberty.^ https://www.ewg.org/news-insights/news/study-links-hair-products-early-puberty-girls

THE PROBLEM ISN'T KIDS. IT'S ACTUALLY SHAMPOO. 

Most shampoos contain sulphates, a synthetic agent that eliminate excess oil from the hair. The production of oil in the hair (sebum glands) is triggered by puberty. When used on kids' hair, shampoo over-strips the hair, making it dry, brittle, and difficult to brush. 

To address this issue, Emma Mackenzie worked with Australia's leading chemist formulators to develop a plant-based Hair Wash (not a 2-in-1 as these contain surfactants) scientifically formulated with organic extracts to clean and nourish hair with one product.

HEALTHY HAIR IS A GOOD ROUTINE

Avoiding kids' haircare is a common issue in Australian families. However, by ignoring it, the problem only worsens. MIMI empowers kids to care for their own hair.

"Personal care is integral to anyone's health and well-being, and I didn't want my kids' first experience to be negative. By teaching children to care for their own hair, parents have one less task, and kids thrive through independence."

PRODUCTS THAT KID'S WANT TO USE

Emma Mackenzie sought the assistance of Ortolan, a Melbourne-based creative agency with major Aussie retail brands on their roster, including Country Road & Kooki, to design the packaging for MIMI.

"We wanted to create an inclusive brand that allowed children to be themselves - a 'You Do You' kind of feeling. We embrace everyone for who they are; there's no judgment here. A strong, bold type, quirky colour palette, expressive and playful illustrations reflect our differences and similarities. Cute language and a chatty tone of voice are welcoming and fun." Chloe Quigly, Co-Founder, Strategist

HAPPY HAIR, HAPPY PLANET

"I'm proud that the MIMI brand embodies a commitment to ethical, social, and environmental responsibilities towards the future of the planet".to the local economy. Fun Fact: Unlike most hairbrushes made from unrecyclable mixed materials, MIMI brushes are crafted from Lego-grade plastic, ensuring non-toxicity and recyclability."

• MIMI bottles are made with HDPE plastic, recognized for its environmental stability and emission of zero harmful fumes, ensuring safety for kids and the planet alike. 
• MIMI stands firm on its stance against animal testing, crafting scientifically formulated products from sustainably sourced, non-toxic, and vegan ingredients. 
• MIMI supports the Australian cosmetic manufacturing industry, upholding stringent quality standards while minimizing its carbon footprint and contributing to the local economy.

ABOUT EMMA MACKENZIE

Emma is an accomplished marketer with over 20 years of experience in connecting the world's biggest cosmetic brands with consumers. She has enjoyed great success working for L'oreal & Elizabeth Arden across the UK and Australian markets.

In 2020 Emma Mackenzie moved to Brisbane with her young family to spend more time at home. Little did she know, that was the beginning of the incredible story that is MIMI HAIRCARE FOR KIDS.

PR ENQUIRIES

hello@mimihaircare.com.au