Bath time in Emma Mackenzie’s house used to be a nightmare, screaming, crying, and endless stalling just to wash her kids’ hair. Every shampoo she tried either stung their eyes, dried out their hair, or was packed with hidden chemicals.
Frustrated, she set out to solve a problem that every parent knows too well, washing kids’ hair without the tears, tantrums, or frustration.
After struggling to find gentle yet effective products for her children, Emma developed Mimi Haircare, an Australian-made, plant-based solution for kids up to 12 years old.
Most kids’ shampoos were either too weak for active children or too harsh for their sensitive scalps. Mimi Haircare strikes the perfect balance, delivering gentle yet effective cleaning without harmful chemicals.
As word spread, Mimi Haircare quickly gained traction and secured a spot in 530 Chemist Warehouse stores across Australia.
When Emma walked into Shark Tank, she wasn’t just pitching a product, she was offering a stress-free solution to one of parenting’s biggest struggles. The Sharks took notice. Keep reading to see how one mum’s mission turned into a million-dollar brand.
Mimi Haircare Journey Before Shark Tank
Emma’s inspiration for Mimi Haircare came from her own struggles as a mother. Every bath time was a battle, with her kids refusing to wash their hair because of the harsh chemicals hidden in most shampoos.
She soon realized that kids’ haircare products were seriously lacking. Baby shampoos weren’t strong enough for active kids, and adult shampoos were too harsh for their sensitive skin.
“The problem is shampoo. With harsh detergents hidden by cleverly worded marketing claims, parents are unknowingly washing their children’s hair with chemicals also used in domestic cleaning products,” Emma explained.
Determined to create something better, Emma spent two years researching and developing a formula that would clean effectively while staying gentle on kids’ hair and eyes.
“I found very few products appropriate for children. Those that did exist were mass-produced, ineffective, and filled with synthetic ingredients,” she said.
In the first year, Mimi Haircare made $60,000 in sales, which doubled to $100,000 in the second year. By year three, the brand reached $250,000, and projections for the next year aimed for a $1 million milestone.
A major turning point came when Emma secured a retail deal with 530 Chemist Warehouse stores, an incredible achievement for a young brand. Parents quickly embraced the product, and sales continued to grow through word-of-mouth recommendations.
Emma knew she had a strong product and a growing customer base, but to scale the business further, she needed funding and strategic guidance. That’s when she stepped into the Shark Tank.
Shark Tank Pitch Recap
Emma entered Shark Tank Australia seeking $250,000 for 10% equity. She confidently presented Mimi Haircare’s unique selling points, impressive sales, and growing retail success.
Rob Herjavec was immediately impressed. He told Emma, “You’re incredible… We hear crazy sales projections all the time, but with you, I believe them.”
Jane Lu from Showpo liked the concept but felt it didn’t fit within her business. Maxine Horne, founder of Vita Group, thought it was a great brand but ultimately decided not to invest.
The real competition began between Davie Fogarty and Nick Bell, both of whom saw massive potential in Mimi Haircare. Nick Bell, a digital marketing expert, made a bold offer of $250,000 for 30% equity.
He emphasized his 600 digital marketers and billions in generated revenue, promising to help scale the brand online. Davie Fogarty, founder of The Oodie, then delivered his signature move. After a dramatic pause, he said, “Emma… I don’t like this… (long pause) … I LOVE IT.”
Fogarty matched Nick’s offer but promised hands-on involvement in growing the brand. Emma, knowing Davie’s expertise in e-commerce and branding, countered at 20% equity, but both Sharks stood firm on their original offers.
To sweeten the deal, Davie added a $100,000 line of credit. Ultimately, Emma made her choice. She partnered with Davie Fogarty for $250,000 in exchange for 30% equity, plus the $100,000 credit line.
Mimi Haircare Shark Tank Update
The moment the episode aired, Mimi Haircare exploded in popularity. Parents connected with Emma’s story, leading to record-breaking sales and website traffic. Chemist Warehouse sold out of stock within weeks, and Mimi Haircare gained significant media attention.
With Davie’s expertise, Mimi Haircare strengthened its online presence by launching targeted social media ads and influencer campaigns. The investment also allowed Emma to increase manufacturing capacity and keep up with the overwhelming demand.
With a powerful investor and a growing fanbase, Mimi Haircare is now positioned as Australia’s go-to brand for kids’ haircare.
What’s Next for Mimi Haircare?
Exciting changes are coming to Mimi Haircare. The brand is expanding into leave-in conditioners, styling products, and bath accessories, broadening its product line to offer a complete kids’ haircare routine.
Emma also has her sights set on international markets, planning to launch in New Zealand, the UK, and the US.
Retail expansion continues as well, with potential deals being explored in supermarkets and specialty baby stores. Mimi Haircare is also focused on educating parents about kids’ hair health and the importance of natural ingredients through informative campaigns.
To make haircare even easier for families, Emma is working on a subscription model, offering auto-delivery options to busy parents.
With Davie Fogarty’s expertise in branding and e-commerce, Mimi Haircare is on track for massive success. The brand’s projected revenue is set to hit $1 million next year, marking a huge milestone.
The Future Looks Bright for Mimi Haircare
Emma Mackenzie turned a simple parenting frustration into a thriving business. She proved that with passion and determination, a great idea can change an entire industry.
From a small startup, Mimi Haircare grew into a national brand in 530 stores. The company has come a long way, but this is just the beginning. With a Shark Tank powerhouse backing the brand and a mission that resonates with parents, Mimi Haircare is on its way to becoming a household name.
Want to try it for yourself? Grab Mimi Haircare at Chemist Warehouse or shop online, because bath time should be fun, easy, and tear-free!
