Hairstory Expands Cleansers Into Australia

Hairstory, the liquid cleansing cream haircare brand founded in 2015, will launch exclusively into 15 Mecca stores in Australia and online.

The expansion follows the brand’s brick-and-mortar debut across its motherland, where it launched into 350 Ulta Beauty stores.

“We’re excited to welcome Hairstory to Mecca and introduce our customers to a genuinely unique approach to cleansing and caring for the hair and scalp,” said Mecca’s Head of Hair, Body & Wellness Marc Sachs. “We’re always looking for brands that bring new thinking, thoughtful innovation, and effective solutions to our community, and Hairstory does exactly that. New Wash challenges the conventions of traditional shampoo and offers customers another way to address their individual hair needs, with a simpler, considered approach to routine.”

The rollout will continue to be led by Hairstory’s cult-favorite hero product, New Wash, a detergent-free cleansing cream. Created in collaboration with hairdressers, New Wash works for all hair types to cleanse, condition, balance the scalp and protect color without stripping or over-washing.

Hairstory introduced a companion product, Pre-Wash, in 2024. Pre-Wash is a prebiotic scalp rinse that helps break down build up using a micellar complex, while feeding the scalp to support the growth of beneficial bacteria. This maintains a healthy microbiome and helps prevent common issues including dandruff and irritation.

The launch will also support Hairstory in continuing to invest in its network of 5,000 hairdressers.