LITTLE KIDS BIG BUSINESS

MIMI IS CLEANING UP IN HAIRCARE WITH A NEW FORMULA FOR KIDS

- Emma Levett

Emma Mackenzie was sick of washing her daughter Chloe’s hair. There was the crying when the shampoo went in her eyes and then the screaming when she tried to brush it afterwards. “She had normal, everyday hair and I thought, ‘It shouldn’t be this hard,’” Emma tells WHO.

It was after this thought one day in 2020 that an idea formed. The mum-of-two from Brisbane had just been made redundant from her job in the cosmetics industry and it suddenly dawned on her how strange it was that within this multibillion-dollar industry there were no products aimed specifically at kids.

“There’s baby stuff and tweens and teens stuff but age 2 to 12 was like this forgotten demographic,” Emma says. “They have a very unique lifestyle with lots of outside play and being in swimming pools with chlorine. Why was there no haircare for kids?”