Holistic Hair was ahead of its time when it entered the market in 2006, led by a vision to harness nature’s power for sustainable hair care. Now, amid a global shift towards health, wellness and self-care, the duo behind the brand – Nicky James-Baird and Jodene Fendall – continue to pioneer plant-based hair care formulations backed by scientific research.
Holistic Hair’s approach to product formulation is highly meticulous, informed by the pair’s specialist knowledge in trichology and James-Baird’s expertise in cosmetic chemistry. Its products combine the science of aromatherapy and the healing properties of plants to deliver a high-quality range of shampoos, conditioners, extra-care products and styling solutions.
“You have to be in touch with innovations in the global hair care market – to live and breathe it,” says James-Baird, referencing the pair’s hands-on approach to doing business.
“Jodene and I are self-professed geeks in the science space, constantly learning and seeking new opportunities to evolve our range. We develop our own formulas in-house, and carefully examine each ingredient to ensure all components are effective, plant-based and sustainably sourced.”
After taking ownership of the business in 2015, the pair are proud to have led it through a strong period of organic growth, despite the challenges and global uncertainty posed by COVID-19. They attribute part of this success to a growing demand for natural and sustainable products, alongside an increasing consumer interest in scalp care. This has translated to Holistic Hair’s partnership with Happy Hair, a professional salon chain in Taiwan where Holistic Hair is a featured brand in its healthy scalp spa treatments.
“With health and wellbeing trending post-pandemic alongside a focus on clean and natural beauty products, ‘holistic’ was quick to become a widely used label,” explains Fendall.
“We were initially concerned this may affect our trademarking, but were lucky to protect our brand identity through early and consistent use of the term.”
To strengthen Holistic Hair’s presence in international markets, including Asia, Australia and the United States, the business joined New Zealand Story’s FernMark Licence Programme in 2017. As an accreditation of Holistic Hair’s country of origin, quality and authenticity, James-Baird and Fendall say the FernMark represents their commitment to delivering premium, authentic and sustainable products.
“Joining the FernMark Licence Programme was on our to-do list from the moment we took ownership of Holistic Hair,” says Fendall.
“It has played a crucial role in our expansion, with international retailers valuing the accreditation it provides. We also have access to networks and communities that we’re encouraged to tap into and support our business growth.”
James-Baird and Fendall pride themselves on Holistic Hair’s connection to its local business community. With Aotearoa New Zealand’s relative geographic isolation, they feel the FernMark reinforces the significance of partnering with local suppliers and uplifting like-minded businesses. As a newly B Corp certified business, Holistic Hair has committed to giving back to its business community, providing support to organisations that align with its values.
“It’s an honour to be in a position where we can support other locally owned and operated businesses,” James-Baird says. “We often reach out to offer and receive advice, to collaborate and solve problems, and we place immense value on these relationships.”
As Holistic Hair continues to innovate and refine its product offerings, the business aims to strengthen its foothold in new and existing markets. It recently signed new Australian retailers and is actively working to rebuild its distribution network in China. Deepening its commitment to sustainable business practices through a plastic recovery and recycling partnership with CleanHub, the company remains grounded in its values.
“We’re realistic about being a small business, but that doesn’t stop us from doing everything we can to make a positive impact, from formulation to market and managing waste. We know we can’t do everything perfectly, but we celebrate every small step we take toward sustainable and ethical practices,” says James-Baird.