HAIRCARE WITH HEART

AS THE WELLNESS INDUSTRY CONTINUES TO BOOM, THIS AUSSIE COMPANY HAS SET ITSELF APART

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What do you get when a marketing and e-commerce expert join forces with a finance and operations whiz with a passion for creating and delivering? Answer: Cooki, a revolutionary no-tox haircare brand, which isn't just changing the beauty game, but people's lives, too.

Jaimee Vilela and her husband, Lucas, had always wanted to work together in a business capacity, so when the opportunity arose to buy and expand a small e-commerce startup, the stars aligned.

“It was a great company. It was basically a business in a box ready to scale, and so I rebranded it and grew it,” Vilela tells WHO, adding that, as a marketer, the rebrand was never about changing Cooki’s ethos, but about attracting a wider audience. “When I bought the business, I had inherited an older demographic because I think the way the business was positioned, the brand was very earnest and eco and wholesome,” she explains. “It was a very no-frills brand and that naturally attracts an older customer.”

Cooki specialises in bar shampoos and conditioners, which are devoid of phthalates, parabens, palm oil, gluten, silicones, SLS and synthetic fragrance. They are also beautifully compact, and plastic- and waste-free.