A new player in the haircare game is putting Australia on the map with the launch of St Louis Says — a high-performance, locally made haircare brand that’s proudly produced at its own brand-new facility on the Sunshine Coast. With a mission to make quality haircare accessible to all Australians, the brand blends salon-grade formulations, aesthetic packaging and an irreverent tone of voice that’s already turning heads.
Founded by long-time friends and hair enthusiasts Adrian Mezzina and Tim Persley, St Louis Says is the brainchild of the duo behind Brisbane’s boutique salon Twin Palms, which opened on James Street in 2017. Inspired by their years behind the chair and a shared passion for performance-driven products, the pair set out to create a range that delivers results without harsh ingredients or high price tags.
“We’re guiding people to a more confident and elevated self and place. Hair heaven,” the founders said at an intimate launch lunch in Sydney, held at Lottie to celebrate the brand’s debut.
St Louis Says is vegan and free from parabens, sulphates and what the brand calls “guilt” — a reference to its clean, feel-good formulas designed to turn everyday routines into moments of joy. The range has been formulated with a blend of high-performance ingredients including amaranth extract to boost strand thickness, hydrolysed rice protein for volume and bounce, and soybean oil and panthenol to hydrate and smooth. There’s also the Amisol Trio complex, which improves moisture balance and makes detangling a breeze, especially for delicate hair types.
The production of the entire range now takes place at the brand’s own Sunshine Coast facility, cementing its commitment to Aussie-made innovation and supporting local manufacturing. Designed to bring a sense of delight and indulgence to bathroom shelves nationwide, the packaging is as considered as the formulas themselves — delivering a playful, modern look that reflects the brand’s tongue-in-cheek tone and self-described status as the “patron saint of personal care.”
To celebrate the launch, Tim and Adrian flew into Sydney to host an intimate lunch at Lottie, offering guests an exclusive first look at the full product lineup and the journey behind the brand.
Read the AUTUMN ’25 issue of Retail Beauty below:
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