Haircare was one of the major growth categories during the Covid-19 pandemic and sales continue to boom. Last week, Unilever announced the buyout of Nutrafol, the number one dermatologist-recommended hair growth brand in the US, following an earlier acquisition of a minority 13.2 per cent stake in the brand through its investment arm, Unilever Ventures.

Premium US DTC hair care brand, Vegamour, has appointed Nicole Kidman as its Hair Wellness Advocate. The Aussie superstar has also put her money where her mouth is and has invested in the fast-rising brand.

Vegamour has recently moved into bricks-and-mortar and is available in 400 Sephora stores in the US. The hot-as brand will also launch in the UK this month and roll out in Australia, China, South Korea, the UAE and leading European markets such as Germany and Spain by the end of the year.

Founded in 2016, one of Vegamour’s best-selling ranges is the GRO collection which targets early signs of hair shedding. Hero products include Revitalizing Shampoo and Conditioner, Scalp Detoxifying Serum, Hair Foam, Lash and Brow Serum.

Vegamour bills itself as a clean, vegan brand with 100 per cent plant-based formulas. The company received US$80 million in funding from General Atlantic, the US growth equity firm, last year. A strategic investment designed to drive international expansion, entry into bricks-and-mortar retail and product extensions.

Vegamour’s sales surged 800 per cent in 2020 and tripled that growth in 2021. Founder Dan Hodgdon has runs on the board in the natural personal care sector and was pivotal to starting Southern Botanica, the German company which claims to be the world’s biggest producer of cold-pressed, pharmaceutical-grade marula oil.

Partnering with Kidman is timely. Vegamour will release new maintenance and clean styling products later this year and in early 2023.

Kidman first tried Vegamour to tame her trademark curls and started recommending the brand to friends and colleagues. “Once I learned about where they source ingredients and how they are supporting those communities through ethical harvesting, I knew that I wanted to support that mission. It wasn’t about being the face of the brand or selling products, but being an advocate for a holistically-minded lifestyle that prioritises self-care.”

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