February marked a big change at Straand, a Melbourne, Austrlia-based natural hair care company that launched in 2022. The start-up inked a $2 million pre-seed investment deal with Unilever Ventures.

Soon after the funding news was made public, Happi caught up with Straand Co-Founder Meagan Pate to get more details on she plans to “change people's relationship with scalp care” and win over customers in new international markets.

HAPPI: Tell us your “aha” moment that led you to develop Straand?

Pate: The “aha” moment was realizing the connection between skincare and scalp care as the category typically looked at scalp concerns from a haircare lens. Having had sensitive skin, and being a beauty enthusiast, I struggled to find a product that I loved within the scalp care category. Both from a performance perspective, but also from a brand affinity.

HAPPI: Does you company have ingredient and formulation philosophy?  How do you address NPD?

Pate: We do, our products have to be functional, serve a purpose and drive results. Currently we’re heavily focused on the skin microbiome. Our products lean toward natural formulations, with hard-hitting results. We look to data, research, insights and consumer trends to help inform our NPD process. We’re focused on creating products there is a demand for, products we feel are being under represented OR products that are not representing consumers.

Typically brands in this category are not well loved and we wanted to change people's relationship with scalp care by creating a brand with products that show premium sensibilities, are design forward, sensorial and ritualistic.

HAPPI: What point of difference will your brand offer US customers?

Pate: We’re really looking forward to offering US customers a functional product, at an affordable price point, from a brand that “gets them,” them being the consumer. We’re working hard to remove the stigma associated with scalp concerns, to create a space that's free from shame, and brings joy into the scalp care category. We want to be a well-loved part of the beauty routine that makes the consumer feel good.

HAPPI: Are there any new products set to launch?

Pate: Yes! We will be launching The Crown Boost Conditioner Treatment and The Miracle Work Scalp Scrub in March. We’re currently working on a few new products as well, that we hope will be ready to launch at the end of the year.