From Frustration to Fortune: The Rise of Hairification
From Frustration to Fortune: How Hairification Became Australia’s Fastest-Growing Haircare Brand
Sydney, Australia — What began as a frustrating trip to the haircare aisle has transformed into one of Australia’s most remarkable retail success stories. Jordan Mylius, a former FMCG marketing executive, has launched Hairification, a homegrown haircare brand that has skyrocketed to a $20 million business in just two years.
Launched in July 2023, Hairification debuted with six products in Coles and Coles Local, driven by a simple yet powerful insight: consumers craved salon-quality formulas at supermarket prices, without the confusing jargon. “Haircare felt either clinical and confusing, or overly luxe and expensive,” Mylius explains. “I wanted something that spoke directly to how real people live, wash, and style their hair — with premium performance and zero BS.”
The response has been overwhelming. In under 24 months, Hairification has expanded to 3,500 distribution points across Australia, including major retailers like Woolworths and Priceline Pharmacy. The brand has doubled its product lineup and is now recognized as the fastest-growing Australian haircare brand, with its H24 Mask ranking as Priceline’s top-performing hair mask.
Global Ambitions
The momentum shows no signs of slowing. In March 2025, Hairification made its international debut in Boots UK and Ireland, followed by distribution in three major Irish pharmacy chains. By the end of 2025, the brand plans to launch in the UAE and South Africa, with 12 more European markets set to follow in 2026.
“We’re proud to be Australian-made and globally-minded,” Mylius states. “The goal was always international scale, but staying connected to our roots is what makes the brand resonate so strongly — here and overseas.”
Overcoming Challenges
Starting a business without a legacy name or celebrity backing posed significant challenges. “There are many founders out there with celebrity ties or big financial support, and it’s difficult to compete with that,” Mylius admits. “Without those benefits, you have to think differently: invest wisely but still take calculated bets, trust your gut, and use trial and error.”
Despite the hurdles, Mylius emphasizes the importance of resilience and a strong team. “Every morning I remind myself that Hairification is going to be a huge success. That mindset, coupled with packaging that consumers love and products that deliver results, drives satisfaction.”
A Focus on Consumer Needs
Hairification’s rapid growth can be attributed to its keen understanding of consumer needs. Mylius spends considerable time on social media platforms like Instagram and TikTok, observing trends and gathering insights. “Sometimes it comes down to gut feel or a crazy idea that just works,” he notes.
As the brand continues to expand, Mylius remains committed to delivering quality and value. “Our price point is well established, but it always starts with analyzing the competitive landscape,” he explains. “The key is to deliver value that feels premium without the price shock.”
Looking Ahead
With new products on the horizon and a focus on international expansion, Hairification is poised for even greater success. “Buckle up! We have true first-to-market innovations launching soon,” Mylius teases. “It’s a busy but exciting time.”
From supermarket shelves to global markets, Hairification exemplifies how a determined founder with a clear vision can disrupt the industry and take on global giants. As Mylius puts it, “The best ideas can start in the simplest moments.”
Stay tuned as Hairification continues to redefine the haircare landscape, proving that innovation and consumer connection can lead to extraordinary success.
