With runs on the board working in the self-tanning industry, Jordan Mylius saw a gap in the haircare market two years ago. He has turned it into a global winner.
He shares with Marie Claire his insights into the beauty business and what it takes to be successful.
Where It Began
When I started Hairification in 2023, my vision was clear: bring the science and results of premium skincare into haircare, and make it accessible to everyone. Accessibility and efficacy are our brand ethos.
Skincare had gone through a revolution: consumers could access proven, active-rich products at all price points. But haircare was lagging. It was confusing, often overpriced, and lacked the kind of efficacy people were starting to expect. I saw a clear opportunity to create a results-driven, science-first haircare brand that belonged on everyday supermarket shelves without compromising on performance or design.
The Brand’s USP
What sets Hairification apart is our ability to merge clinical-grade efficacy with mass accessibility. We use active ingredients at percentages backed by clinical studies and we build efficacious formulations that are free from sulfates, parabens and silicones.
Our H24 Mask became Priceline’s #1 performing hair mask in three months, and we’ve ranked in their top 10 shampoo and conditioner brands in under two years. Consumers trust us because they see faster growth, stronger hair and better scalp health.
Standout Moments
There have been so many pinch-me moments. Launching Hairification nationally in Coles from day one was huge – I went into the meeting with
a concept and samples, and left with a deal. Another highlight is seeing Hairification surpass $20 million in revenue in under two years, making us the fastest-growing haircare brand in Australia.
As was expanding into the UK, Ireland and South Africa, with Europe and the UAE on the horizon. Those moments remind me why the early grind was worth it.
What It Takes To Be A Beauty Founder
Resilience and mindset are everything. Every day I wake up and tell myself Hairification will be a huge success. That mindset keeps me moving forward, no matter the challenges. I’m also naturally curious. It’s that mix of discipline, optimism and constant learning that fuels me.
Best Advice
The best advice is to nail your fundamentals: know your cost of goods, your wholesale margins, your RRP. Without a commercially viable model, it doesn’t matter how good your branding is, you won’t scale. That discipline has shaped every decision we make at Hairification.
I’d tell my younger self to back himself more. At 22, I bought my first salon, and while I was ambitious
I didn’t always realise how much I was capable of. I’d say: take the risk, trust your gut and don’t worry about not having celebrity ties or big financial backers. Hard work, creativity and resilience take you a very long way.
Lessons Learnt
I’ve discovered that I thrive under pressure. The early days were a race against time to hit retailer deadlines, and even now, with global expansion, the stakes are higher than ever. But I’ve learned I can balance calculated risk-taking with resilience, and that
I genuinely love the challenge.
What’s Next
In the immediate future we’ve just launched an H24 Complex Hair Repair Blonde shampoo and conditioner with Priceline exclusively. We’re also extending our hugely popular H24 Complex Repair range with a new conditioner.
For more information head to Hairification.com
Hairification H24 Complex Hair Repair Blonde shampoo and conditioner is available from Priceline
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