In Haircare: Pioneering Growth in the Textured Hair Market with Innovative Solutions

In Haircare: Pioneering Growth in the Textured Hair Market

Paris, France — After nearly a decade of research into the textured hair market, co-founders Rebecca Cathline and her partner have launched In Haircare, a brand poised to revolutionize hair care for those with textured hair. Their journey began with the creation of the Ma Coiffeuse Afro app, a platform that connects users with at-home hairstyling services. A recent survey of app users revealed a significant concern: 41% reported issues with hair growth and breakage, prompting the duo to develop a solution.

The result? Pousse & Volume, a hair growth and volume supplement available in both capsule and gummy forms. “We worked hard on the composition, which we wanted to be natural and effective, with active ingredients known to promote hair growth and strengthen hair, such as ginseng, zinc, horsetail, rosemary, and nettle,” explained Cathline.

In 2024, In Haircare expanded its product line to include topical treatments, bringing the total to 12 references, with 15 more on the horizon. Among these, the Milk In curl-defining treatment has quickly become a bestseller, selling at an impressive rate of one unit every 28 seconds.

Setting Sail for the United Kingdom

In Haircare has experienced remarkable growth, recording a 30% increase in 2024 and projecting an ambitious 80% growth in 2025. Since May, the brand has been available through various retailers, including Mademoiselle Bio and La Belle Boucle, as well as major Parisian pharmacies like City Pharma and Pharmacie de l’Opéra.

A digital native at heart, In Haircare generates 50% of its revenue online, leveraging its website and retail partners’ e-commerce platforms. While the brand’s European presence is still limited—with one point of sale in Germany, two in Belgium, and three in Switzerland—Cathline is optimistic about its upcoming entry into the UK market. “All indicators are green for a successful entry,” she stated.

Last June, In Haircare made its debut at the French Beauty Experience in London, where it captivated distributors and industry professionals alike. The brand’s commitment to quality and attention to detail in packaging earned it two prestigious awards: Best Digital Communication and the title of “Most Relevant French Brand for the British Market.”

This positive reception underscores the brand’s growth potential in a country where the textured hair segment is thriving. “Our discussions with several distributors are already at a very advanced stage,” Cathline noted, hinting at exciting developments on the horizon.

As In Haircare continues to innovate and expand, it stands as a testament to the evolving landscape of beauty and self-care, catering specifically to the unique needs of textured hair. With a strong foundation and a clear vision, the brand is set to make waves in the beauty industry, both in France and beyond.