GISOU

GISOU is a Dutch haircare and beauty brand founded in Amsterdam in 2015 by Negin Mirsalehi [5]. Its products are built around honey and other ingredients drawn from the Mirsalehi family's own bee garden, and the brand markets itself as "honey infused haircare from the Mirsalehi Bee Garden." What began as a single honey-infused hair oil has since grown into a wider range spanning hair, lip and body care.

The company is closely tied to its founder, a beauty and fashion influencer, and to her family's beekeeping background. It remains active and expanding, with new launches in 2025 and 2026 and a growing retail presence alongside its direct online store.

GISOU traces its origins to the Mirsalehi family's history in beekeeping. According to editorial coverage, the family counts six generations of beekeepers; Negin Mirsalehi's father maintained the family's bee garden, while her mother, a hairdresser, experimented with honey-infused haircare formulas [5]. Mirsalehi grew up around this work and became a beekeeper herself, helping to care for the bees and harvest surplus honey.

Before launching the brand, Mirsalehi built a large following as a fashion and beauty influencer. One review notes she "parlayed her master's degree in marketing and later status as a fashion and beauty influencer into a super successful continuation of her family business" [4], and another puts her audience at more than seven million followers [7]. She founded GISOU in 2015, drawing on both that heritage and her own profile.

The family's bee garden is located on the Dutch island of Texel, and editorial sources record that the Mirsalehi family has tended beehives in the Netherlands since the 1800s [7].

The brand's breakthrough product was the Honey Infused Hair Oil, which editorial coverage describes as a viral success that regularly sold out on release and prompted numerous imitations [7]. From that starting point the line expanded to include shampoos, conditioners, hair masks, styling creams, leave-in conditioners and repair serums, as well as lip oils and masks and a body oil. A second hero product, the Honey Infused Hair Perfume, has drawn a cult following and frequent attention on TikTok [8].

Across the range, GISOU centres its formulas on what it calls Mirsalehi Honey and Bee Garden Oils, sourced from the family garden, and on propolis. The company says these ingredients are "rich in vitamins, minerals, amino acids" and deliver "long-lasting hydration and glossy shine" [2]. Recent additions promoted on its site include Honey Gloss Collagen Drops and limited-edition hair perfumes.

GISOU positions itself as honey-infused haircare rooted in the Mirsalehi family's beekeeping heritage, using honey from its own bee garden. The brand emphasises minimal ingredient lists, sustainable harvesting and a commitment to bee welfare [7]. It is priced at the prestige end of the market; one business analysis describes it as having become "the #1 most followed luxury haircare brand on TikTok" [5], reflecting how central social media has been to its growth.

Products are sold directly through the company's own website and through retail partners including Sephora, and in some cases via Amazon [4].

The brand frames sustainability around its homegrown ingredients. It describes a focus on sustainable production of honey and propolis from the family bee garden, environmentally friendly packaging, and a pledge to keep increasing the share of clean ingredients it uses [4]. The harvesting of honey is described as cruelty-free [8]. The founder's sister, Negar Mirsalehi, is credited as the brand's "beekeeper-in-chief," working to raise awareness of the importance of bees. A dedicated "Sustainability Promise" page on the company site reflects this stated position.

GISOU has been covered by beauty and lifestyle publications including The Good Trade and Stylist, the latter noting the family's six generations of beekeeping and the cult following around its Hair Perfume [8]. Editorial coverage has also reported celebrities such as Bella Hadid, Hailey Bieber and Rosie Huntington-Whiteley using its products [7].

GISOU is an active and growing brand. Its own site featured new product launches into 2025 and 2026, and it continues to expand its retail footprint while maintaining a large social-media following [1].