ELEVEN Australia

ELEVEN Australia is an Australian professional hair and body care brand developed in 2011 by the hair care distributor Ozdare [7][8]. It built its range around plainly named products and a single hero treatment, and the brand name itself refers to the eleven benefits that treatment claims to deliver. The company describes itself as "a lifestyle brand for the young and young at heart with a fresh approach to hair and body care," and frames its naming around simplicity so that customers "know exactly what" they are getting.

The brand sells through salons and retail in markets across Europe, New Zealand, the United States and Canada, and remains active, with a new product in its core range reviewed by a major beauty title in May 2025.

ELEVEN Australia grew out of Ozdare, an Australian hair care distributor that began developing the brand in 2011. In an interview with Fashion Journal, brand director Rob Gattuso credited the founding team to Ozdare's own leadership: company founder Peter McDonald, managing director Carlo Gattuso, and himself "as the brains behind the brand" [8]. The celebrity hairdresser Joey Scandizzo and the hair and fashion photographer Andrew O'Toole joined later as Co-Creative Directors [8]. Scandizzo, described in later coverage as a four-time Australian Hairdresser of the Year, is the figure most often presented publicly as the face of the brand [9].

The launch year of 2011 is given consistently by the company and across editorial coverage [7][8]. The name "ELEVEN" comes from the debut product, the Miracle Hair Treatment, which the brand says "boasts ELEVEN key benefits for hair" — a numbering convention that carried across the wider line.

The brand launched in 2011 with the Miracle Hair Treatment as its debut product. According to Fashion Journal, growth was rapid in the home market: by the first anniversary, more than 700 salons nationwide were stocking ELEVEN Australia products [8]. The range later expanded to roughly 40 products spanning shampoo, conditioner, treatment, styling and body care, and distribution widened to 27 countries. The most recent addition to the core line, the Miracle Hair Mask, drew editorial coverage as late as May 2025 [9].

The brand was developed and is held by Ozdare, the Australian hair care distributor behind its 2011 launch [8]. Ozdare's company founder Peter McDonald and managing director Carlo Gattuso are named as part of the founding team, with Rob Gattuso serving as brand director. No acquisitions or changes of ownership are recorded in available sources.

ELEVEN Australia positions itself as a professional yet approachable lifestyle range, sold mainly through salons and built on deliberately simple product names. The company says its straightforward naming means customers "know exactly what" a product does, and that the line is made to "do exactly what they say they'll do." It markets the range as affordable and results-driven, using what it calls "high performing natural ingredients."

The brand also ties its identity to a social initiative it calls Style for Life. ELEVEN Australia states that it "value[s] equality and the empowerment of women and children globally," and pledges one dollar from every bottle of the Miracle Hair Treatment sold worldwide to Hagar, a non-profit working against human trafficking and abuse. According to the company, the program has raised more than AUD 300,000 directed toward trauma counselling, education and career training, connecting hairdressing to economic independence for women in rehabilitation.

The Miracle Hair Treatment is the brand's flagship and, the company says, the number-one seller within its Miracle range. It is a leave-in cream marketed as a single multi-tasking step, and editorial coverage describes it as delivering eleven benefits — among them shine, smoothness, frizz control, moisture, strengthening, split-end prevention, detangling, heat protection and UV protection. Adore Beauty describes the treatment as having earned a strong following and calls it the brand's number-one bestseller globally [10].

The newer Miracle Hair Mask is presented as a rinse-out extension of that hero product, formulated with ingredients such as aloe vera and white mulberry leaf to restore moisture. Across the range, the company highlights ingredients including silk amino acids, desert lime, wattle seed, organic argan oil, coconut oil, jojoba seed oil and hydrolysed wheat and soy proteins. ELEVEN Australia says its formulas are paraben-free and that vegan and gluten-free ranges are available.

ELEVEN Australia states that all of its products are cruelty-free and approved by PETA, and that none of its products or ingredients are tested on animals. The company says it strives "to offer as many vegan products as possible" and that its bottles, tubs and cans are "100% recyclable," with recycling routes varying by region.

On manufacturing, the brand says it produces globally rather than primarily in Australia in order to cut freight times and the associated carbon footprint, noting that shipping from Australia to the European Union "can take up to 2 ½ months or longer." It says its manufacturers hold Good Manufacturing Practice certificates, and that it asks suppliers to reduce plastic, use recycled or biodegradable packaging, adopt solar energy and lower water use. The company also states that it avoids palm oil as a standalone ingredient, using only RSPO-certified sustainable palm oil where present.

ELEVEN Australia is active. The brand reports availability in 27 countries across Europe, New Zealand, the United States and Canada, and its most recent visible activity includes the launch and May 2025 editorial review of the Miracle Hair Mask [9]. Its regional sites operate the brand under localised social handles, including a France-specific presence.