The Kids Personal Care Market is on a trajectory for significant growth, projected to hit US $137.11 billion ($210.35 billion) by 2030, advancing at a compound annual growth rate of 6.99 per cent, according to Kings Research.

In this rapidly expanding market, Mimi Haircare for Kids, founded by Australian entrepreneur Emma Mackenzie, has secured a major retail partnership with Chemist Warehouse, launching in 530 stores nationwide.

Emma, with over two decades of experience in the beauty industry, including senior roles at L’Oréal and Elizabeth Arden, founded the brand after identifying a gap in the market for child-specific haircare products that avoid harsh chemicals. The brand’s flagship product, a plant-based Hair Wash, was developed in collaboration with leading chemists to eliminate sulphates, commonly used in shampoos but known to strip hair of its natural oils.

Recent studies highlighting the thinner nature of children’s scalps and the potential adverse effects of standard hair products have fueled the demand for safer, more natural alternatives.

“The past three years have been a remarkable journey of growth and innovation,” Emma said. “Our mission has always been to offer a plant-based, child-friendly hair care solution. Mimi products are not only safer and easier for parents to use on their kids but are also designed to empower children to learn how to care for their own hair. We believe this national launch marks the beginning of a new chapter in making hair care a simpler and more enjoyable experience for parents and children alike.”

The launch across Chemist Warehouse stores marks a significant step in Mimi’s expansion, transforming it from a niche brand into a formidable presence in the national market.

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