Once neglected challenges such as flaky scalps and blotchy skin are in the sights of a raft of companies offering solutions with an upbeat spin.
Dandruff, acne and even sweat are all problems that product developers have tried to tackle for decades. But a slew of new brands is marketing solutions to these in a different way: by making them fun, and even aspirational.
“I was looking at haircare, and even new products on the market didn’t seem to be innovating,” says Melbourne-based Jeremy Hunt, one of the founders, and previously chief operating officer at Health More, which distributes Australian health, wellness and beauty products to China and south-east Asia.“They weren’t doing anything that different. They weren’t speaking to customers.
Straand’s branding is loud and its direct-to-consumer policy takes the unease out of discussing problem scalps.
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