The global luxury hair care market, valued at US$20.94 billion ($31.58 billion) in 2023, is projected to grow at a compound annual growth rate (CAGR) of 8.2 per cent from 2024 to 2030, according to Grand View Research. This surge is driven by the increasing demand for effective, customised hair care products and the popularity of hair care tutorials and fashion-forward styles.

The luxury shampoo segment, which captured a 30.5 per cent market share in 2023, is in high demand due to common hair issues such as oily scalp and dandruff, exacerbated by pollution. Additionally, the luxury hair colouring segment is expected to grow at a CAGR of 9.3 per cent as consumers shift towards natural, plant-based dyes.

In Australia, the hair care market is set to grow from US$1.34 billion ($2.02 billion) in 2024 to US$1.69 billion ($2.55 billion) by 2029, with a CAGR of 4.82 per cent, according to Mordor Intelligence.

Against this backdrop, celebrity stylist Oscar Cullinan, with over 30 years of experience creating award-winning and glamorous hair under the Oscar Oscar Salons brand, has introduced a sustainable and inclusive luxury haircare line, Wilde. The twice-awarded Australian Hairdresser of the Year recently unveiled the Wilde Blonde Enrich range.

Wilde’s luxury formulas, infused with consciously sourced botanicals, cater to all hair types, empowering everyone to achieve healthy, beautiful hair. Specifically designed for blondes, Blonde Enrich combines the finest natural ingredients with advanced scientific formulations to deliver outstanding results.

“Quality and luxury are our top priorities,” explained Oscar. “The products needed to be better than the best on the market – it was essential for the range to surpass existing top-tier offerings. This new line is not just about maintaining colour; it’s about enhancing and transforming blonde hair to its healthiest and most vibrant state.”

A standout feature of the Blonde Enrich line is its commitment to inclusivity, featuring Braille labelling on both primary and secondary packaging.

“Integrating Braille on our packaging was a natural step to ensure everyone has equal access to our high-quality products,” Oscar said. Vision-impaired individuals typically use a system of elastic bands to identify their bathroom products – for example, one band for shampoo, two for conditioner, and three for body wash. “Our aim was to create a solution that was both practical and inclusive,” he added.

The Braille packaging was developed in collaboration with the award-winning design agency By Ninja. Kathleen Casford, By Ninja’s founder, shared the inspiration behind the initiative.

“Through conversations with my friend Narelle Gatti, who is legally blind, we learned about the daily struggles she faces identifying products,” she said. “We wanted to make our design more accessible and approached Wilde with this vision.”

Sustainability is also at the core of Wilde’s ethos, and Blonde Enrich is no exception. The use of Hemp and Organic Violet Extract not only benefits hair health but also aligns with Wilde’s eco-friendly practices.

“This blend of nature and science exemplifies our mission to create superior haircare products that are both innovative and responsible,” Oscar said.

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