Hair Proud

Hair Proud is a British haircare brand launched in London in February 2023 as the second beauty line on the "I Am Proud" platform, after the skincare brand Skin Proud [5]. It was founded by Charlotte Knight, the entrepreneur behind Ciaté London and Lottie London, and operated under the parent company Brand Agency London Ltd [5]. The brand applied a skincare-led approach to haircare, building results-focused ranges around active ingredients.

The brand is dormant. Its parent, Brand Agency London, filed for administration in January 2025, and Hair Proud's direct-to-consumer site went dark while administrators sought a buyer for the group's brands [8].

Hair Proud was introduced on 9 February 2023 by Charlotte Knight, a former property professional turned celebrity nail technician who had earlier founded Ciaté London (2009) and Lottie London (2014) [5]. It sat within the "I Am Proud" sub-brand family, which began with Skin Proud in 2020 and expanded in 2023 with Hair Proud in February and Body Proud that April [11]. The line extended the platform's skincare logic into hair: according to launch coverage, the company framed it as taking what it had learned from Skin Proud "into the hair category, celebrating all hair lengths, types, shades and colours."

Hair Proud positioned itself as skincare-inspired haircare powered by active ingredients, describing its formulas as clinically-proven actives combined with natural ingredients. The brand also promoted a "patented neuroscience" fragrance technology intended to deliver mood-boosting benefits. Its range was organised into four routine-style collections — Revive & Repair, Hydrate & Nourish, Smooth & Shine and Everyday Care — pitched at an accessible price point and aimed at a Gen-Z audience. The brand's tagline was "Be you, be proud!"

The catalogue covered shampoos, conditioners, hair masks and treatments. Signature items highlighted at launch included a heat-activated smoothing shine spray, a pre-cleanser hair mask, a leave-in scalp and hair moisturiser, and a 5-in-1 protection milk.

Hair Proud was owned by Brand Agency London Ltd, the company Charlotte Knight built to house Ciaté London, Lottie London and the I Am Proud brands. It was not an independently held company but one line within that portfolio.

Brand Agency London filed for administration on 9 January 2025 in the Business and Property Courts of England and Wales, with Geoffrey Paul Rowley and Anthony John Wright of FRP Advisory appointed administrators on 15 January 2025 [6][8]. Sources differ on exactly how Hair Proud was listed: Cosmetics Business explicitly named Hair Proud among the affected brands [8], while Beauty Independent and BeautyMatter named Ciaté London, Lottie London and Skin Proud, treating Hair Proud as an extension of Skin Proud within the I Am Proud family [6][7]. Either way, Hair Proud fell under the same legal entity and was equally affected.

Following the filing, the group's consumer websites were shuttered and a buyer was sought for the portfolio. Hair Proud products remained available through some third-party retailers, including Walmart, CVS and Lookfantastic [6]. In the period leading up to the administration, customers had complained on Instagram in late 2024 about undelivered orders and unanswered customer service, an early sign of the trouble that surfaced in January 2025 [6]. As of early 2025, the brand showed no independent activity, and its future depended on the administrators' search for a buyer.