Hairification

Hairification is an Australian haircare brand founded in July 2023 by Jordan Mylius, a former marketing executive who had previously worked on the global rollout of the self-tan brand Bondi Sands [5]. It launched with six products sold directly through Coles supermarkets, built around the idea of applying the principles of skincare — active ingredients in measured doses — to hair products sold at supermarket prices.

The brand grew quickly. Within two years it described itself as a 20 million dollar retail business, and by late 2025 it had expanded beyond Australia into the United Kingdom, Ireland and South Africa. Its products are positioned in the mass-market and pharmacy tier rather than as salon or prestige goods.

The brand was founded by Jordan Mylius, whose background is in retail and consumer-goods marketing. He began his career by buying a tanning and beauty salon in Brighton in his early twenties, then worked for the spray-tan brands St Tropez and Bondi Sands [4]. Accounts of his time at Bondi Sands vary in detail: Retail Beauty reports that he helped grow the brand "from 450 to 45,000 stores globally in six years" [5], while Inside Retail describes him growing it "to over 42,000 stores globally" [4].

According to Retail Beauty, Hairification was built on a straightforward premise — that consumers wanted salon-quality formulas at supermarket prices, without the marketing jargon. The company frames its purpose broadly; Mylius has said the business is "not in the business of retail or beauty" but "in the business of problem-solving" [4].

Hairification launched in July 2023 with six products, debuting nationwide through Coles and Coles Local supermarkets. Inside Retail reported that the brand entered 860 Coles stores from day one [4]. Over the following two years the range expanded and distribution widened to include Woolworths and Priceline Pharmacy, reaching a stated 3,500 distribution points across Australia.

By October 2025 the company described itself as a 20 million dollar business achieved in under two years [5]. International expansion followed: the brand entered Boots in the United Kingdom and Ireland, and on 4 December 2025 it launched in South Africa exclusively through the Clicks pharmacy chain [6]. According to the brand's coverage, further launches across European markets were planned for 2026.

Hairification positions itself around what the beauty industry calls the "skinification" of haircare — borrowing the language and active ingredients of skincare for the scalp and hair. Its stated approach rejects marketing claims it cannot support: the company's About page reads, "No pseudo science, no phoney claims, no marketing bs. Just proven ingredients, in effective quantities." The brand describes its mission as making "real, science-based haircare available to everyone" [6].

Pricing and access are central to how the brand presents itself. It markets its products as offering "salon-level performance without the salon price tag," and Mylius has emphasised accessibility through pricing and broad retail distribution rather than celebrity endorsement [5]. The brand's tagline is "We 'grow' to great lengths."

The range covers shampoos, conditioners, treatments, masks and serums, organised into lines including Pure Grow (hair growth), Pure Hydration, H24 Complex Peptide (hair repair) and H24 Complex Blonde. The company names skincare-grade actives such as biotin, ginseng, niacinamide and peptides as central to its formulas, and lists ingredients including European larch extract among the named actives in its flagship serum.

The signature product is the Pure Grow Hair Growth Intensifying Serum, sold under a proprietary "Pure Grow Complex" name. The brand states the serum is clinically proven to increase hair growth by 214 percent in ten days [3]; in coverage of the South African launch, the figure was given as "up to 210% in 10 days" [6]. The H24 Mask has been reported as the top-ranked hair mask chain-wide at Priceline [5].

The company makes several formulation claims across its products, describing them as free from sulfates, parabens and silicones, and as cruelty-free — summed up on its site as "tested on babes, not bunnies." It also states that its packaging can be placed in standard household recycling.

Hairification is an active brand. Its most recent recorded activity is the December 2025 launch in South Africa through Clicks, with continued international expansion into the United Kingdom, Ireland and European markets reported through late 2025 and into 2026 [6]. The brand operates across multiple regions via mass-market supermarket and pharmacy retail.