The Sydney-based firm develops health supplements and functional foods, and the hair care range is the company’s first foray into the beauty and personal care space as a manufacturer.
The range consists of four products, including a hair growth spray and a scalp scrub, that specifically tackle hair loss concerns with ingredients such as eucalyptus stem cells.
The range was developed in response to consumer demand for high-performing natural hair care products that focused on hair loss.
“Hair health and other issues such as hair loss, are big issues for many people including women and the pandemic has only helped to focus more attention on these issues,” said chairman Glenn Cross.
“Our products are designed to strengthen and support the hair. As a life science company, our focus is on innovation and research. We research the best ingredients and alchemise the best formulations to create high quality products.”
Speaking to CosmeticsDesign-Asia, Cross said the firm was currently in the midst of growing its product range in both the nutraceutical and personal care space.
“We currently do around A$20m (U$14m) worth of business in Australia, New Zealand and in Asia, mainly in China and we really need to double the sales to grow our business. Over the next two to three years, we will continually bring new products and new product ranges out.”
As part of this plan, the firm is set to secure a manufacturing facility to bring its production in house.
He elaborated that the firm intended to extend the current four-piece hair care range and was working with the University of Sydney and the Auckland University of Technology to further research and development into hair care.
Furthermore, the company is planning to enter the skin care category over the next couple of years as well.
While Cross did not share details of the new skin care range, he did reveal that it would be similar to the hair care range in terms of the type of ingredients.
At the moment, Cross said the company was focused on improving distribution of the hair care range in Australia, New Zealand and across Asia.
“We aim to expand in our home market of Australia and New Zealand, that’s important to us, but a lot of the growth obviously will come out of Asia, because is a much bigger market,” said Cross.
The company is particularly strong in China, where it has marketed its products through cross-border e-commerce platforms like Tmall and has recently debut an e-commerce store on Douyin. It has also inked a new deal to add 9,000 new distribution points in China.
In the wider Asian region, the firm is working with health and beauty retailer Watsons and is currently looking to partner with more distributors to expand its presence further.