The Australian hair care market is projected to register a compound annual growth rate (CAGR) of 4.45% from 2021 until 2026, according to a report by market intelligence and advisory firm Mordor Intelligence.
The haircare market was positively impacted by Covid-19 in 2020, with an increased demand for natural ingredients, which has led to launches of products with nature-inspired ingredients, such as plant-inspired and premium botanical ingredients, the report states.
Wuli Grooming, Australia’s newest haircare brand, has announced its debut range of all-natural hair styling products for men and women.
Founded by Sydney-based Amadou Doumbia, Wuli Grooming produces vegan and cruelty-free hair care products for men and women of all hair types, from curly to fine.
Backed by two years of research and development, Wuli Grooming products contain 15 plant-based ingredients that hydrate, strengthen, detangle and nourish hair.
The word Wuli (woo-lee) is derived from the Bambara dialect of Mali, the founder’s birthplace, which means ‘to wake up, get up and grow up’.
Central to the Wuli Grooming brand are its all-natural, active ingredients. These include argan, jojoba, marula and safflower oils, which help to hydrate and boost hair growth, as well as bentonite and kaolin clay, which calm and moisturise flaky or irritated scalps.
“Most attention these days is on shampoos and conditioners, but little care is given to the products that go into our hair afterwards,” says Doumbia.
“With Wuli Grooming, I felt it was time that styling products took their rightful place. But instead of just focusing on style, I wanted a collection that nourished people’s hair and scalp with every application.”
The collection features four products – Curl Cream, Matte Balm, Shine Balm and Sea Salt Spray – with each product available in two gender-neutral fragrance combinations: Bergamot & Vanilla, a creamy, spiced scent with feisty floral notes that evoke the warmth of summer; and Neroli & Sweet Orange, a blend of Italian bitters with the rind of sweet orange.
The products are available online will be available for sale at Manly Market on Saturday, February 12 and Sutherland Shire Easter Market on Saturday-Sunday, April 2-3.