What started as a frustrating trip to the haircare aisle has turned into one of Australia’s most exciting retail success stories. Jordan Mylius, a former FMCG marketing executive turned entrepreneur, is the brains behind Hairification — the homegrown haircare brand that’s grown into a $20 million business in just two years.
Launched in July 2023 with just six products and a nationwide debut in Coles and Coles Local, Hairification was born from a simple insight: consumers wanted salon-quality formulas at supermarket prices, minus the jargon.
“Haircare felt either clinical and confusing, or overly luxe and expensive,” Mylius says. “I wanted something that spoke directly to how real people live, wash, and style their hair — with premium performance and zero BS.”
It seems Australians agreed. In under 24 months, Hairification has exploded to 3,500 distribution points nationwide, including major retailers like Woolworths and Priceline Pharmacy. The brand has doubled its product lineup and, according to national retail scan data, is now the fastest-growing Australian haircare brand.
It’s also become a force in the pharmacy channel. Hairification now ranks among Priceline’s top 10 shampoo and conditioner brands, while its hero product, the H24 Mask, is the retailer’s #1 performing hair mask chain-wide.
The momentum hasn’t slowed. In March 2025, Hairification launched in Boots UK and Ireland, followed by distribution in three major Irish pharmacy chains. The brand will debut in the UAE and South Africa by the end of 2025, with 12 more European markets set to follow in 2026.
“We’re proud to be Australian-made and globally-minded,” Mylius says. “The goal was always international scale, but staying connected to our roots is what makes the brand resonate so strongly — here and overseas.”
Not bad for a business that started with no legacy name, no celebrity founder, and no major backer — just a sharp eye for unmet consumer needs and a deep understanding of retail strategy.
Retail Beauty sat down exclusively with Mylius to learn how he built one of Australia’s fastest-growing haircare brands from the ground up — and why resilience, pragmatism, and packaging all play a part.
You’ve taken Hairification from a supermarket idea to a $20 million global brand in under two years — what’s driven the momentum?
“My brilliance and the even more brilliant team around me! Haha. Every morning I get out of bed and remind myself that Hairification is going to be a huge success. I carry that mindset and no one can take it away from me. I focus on always moving forward, learning from the past while approaching the future, and being resilient. Coupled with packaging that consumers love, strong distribution, value-driven price points, and products that actually deliver results — that’s what drives consumer satisfaction.”
What was the biggest challenge in launching Hairification without a celebrity name or multinational backing?
“There are so many founders out there with celebrity ties or big financial support — and many of them work incredibly hard — but it’s difficult to compete with that. Sometimes I think, ‘I wonder how powerful my brand could be if I had massive financial backing and didn’t have to worry about cash flow?’
“Without those benefits, you have to think differently: invest wisely but still take calculated bets, trust your gut, and use trial and error. I like to be aggressive — ensuring accessibility on price point, distribution, and consumer understanding. The biggest challenge by far is juggling cash flow while meeting the demands of marketing the brand.”
Hairification now ranks in Priceline’s top 10 shampoo and conditioner brands, with the H24 Mask as its best-performing hair mask. What’s the secret to success?
“We view our retail partners as an extension of our business. Our job is to deliver what they need to drive category growth — product innovation, smart pricing, regular promotional activity, and meaningful marketing support. It’s about having a full plan across product, promotion, digital, social, and ambassadors — not just showing up on the shelf.”
You’ve expanded rapidly into the UK, Ireland, UAE, and South Africa. How do you prioritise markets and manage growth?
“I grew Bondi Sands from being sold in 450 Priceline stores to 45,000 stores globally in six years — do you think I’m a fan of sleep? Haha. It’s not easy, but I love the work, the challenge, and the people I do it with. Everything requires different levels of attention at different times. There’s a lot of multitasking and a lot of patience — sometimes there are long gaps between pitching the brand to a retailer and hearing back. We have a strong formula for launching into new retailers, but it always needs to be adapted.”
How important is staying Australian-made as you scale globally?
“Being Australian-made is wonderful, but it’s not necessarily a key marketing point or central to our DNA. What matters most is a commercially viable business model — and that always starts with your cost of goods ratio to wholesale price and RRP. Quality, efficacy, value, and price are what matter most. That’s what we deliver to customers, and what I expect my manufacturers to deliver to me.”
Hairification filled a clear market gap. How do you stay close to evolving consumer needs?
“I spend a lot of time on Instagram and TikTok watching other brands, both inside and outside of haircare, around the world. I also travel frequently to visit different markets and retailers to stay across the competitive landscape. There’s no exact science — sometimes it comes down to gut feel or a crazy idea that just works.”
What advice do you have for other beauty entrepreneurs looking to scale internationally?
“Speak to someone who’s actually done it successfully. There are so many self-proclaimed ‘founders’ who sell consulting services without having built a truly global brand. Look at companies like Bondi Sands — brands that have actually broken into international markets and sustained growth. The US market especially is a graveyard of failed beauty brands. Start small, keep risk low, prove your concept at home, then look to New Zealand — and grow from there.”
How do you approach pricing while maintaining a premium feel?
“Our price point is now well established, but it always starts with analysing the competitive landscape and deciding whether to go high/low or adopt an EDLP (Everyday Low Pricing) strategy. The key is to deliver value that feels premium without the price shock.”
What’s next for Hairification?
“Buckle up! We have new products launching very soon — true first-to-market innovations designed to serve a broad customer base and drive category growth. We’re also laser-focused on our EU expansion and the South Africa launch. It’s a busy but exciting time.”
From supermarket shelves to global expansion, Hairification is proof that the best ideas can start in the simplest moments — and that a determined founder with a clear vision can take on global giants and win.
Read issue 84 of Retail Beauty below:
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