Catering to clients’ concerns of hair loss and the need for hair growth, ROBE Haircare is a specialised suite of products on the market as created by a hairdresser and her extensive understanding of hair and hair products. That hairdresser is Lauren Mackellar, who founded the brand with the knowledge she gained from clients in the 16 years she spent in-salon as a hairdresser, as well as creating her own answer to personal challenges she faced herself.

“I met so many women during my career who needed a product that could help them improve the health and strength of their hair. When they asked me for my advice in the chair, there was nothing I felt confident in recommending to them,” she shared. “In my twenties, I experienced excessive hair loss caused by stress. The only products available to me at the time were either cosmetic, which offered no long-term benefit to my problem, or medicated shampoos that were marketed towards men, which felt very clinical and made me feel really ashamed of what I was dealing with.”

The brand’s “unique approach and thoughtful formulation”, according to Lauren, gives it a point of difference, utilising her extensive experience as both a hairdresser and someone who’s overcome challenges of hair loss to create a luxury, performance-driven product range.

“Our formulas are designed with performance in mind, prioritising long-term hair health rather than just providing superficial results, as is often the case with many other brands,” she said. “We blend the wisdom of ancient health practices with cutting-edge natural ingredients, while consciously avoiding harmful fillers like silicones, SLS, and parabens. Also, the experience of using ROBE is truly luxurious – something that many other natural or low-tox products often fail to deliver. The scent, the aesthetic of the packaging and range categories offer a tailored experience.”

The range’s hero product stands out as The Tonic, which is an ideal scalp tool across all hair types and textures, headlining a range of hair health focused products. The tools are perfectly placed on salon retail shelves, where hairdressers can merge the technology with their expertise, offering advice on versatile product combinations to suit their hair type, texture and hair goals of each client.

“In my opinion, every single person will benefit from using The Tonic on their scalp. It’s so convenient to use and has many benefits including promoting fresh hair growth and amplifying volume,” Lauren said. “To me, The Thickening Range is also really special and has a huge fan base – especially amongst fine-haired customers who find it hard to find a product that won’t weigh their hair down, whilst also thickening and strengthening their hair over time.”

The range is ideally suited for clients who may be noticing excessive hair shedding, want more control over their hair loss, want a thicker hair line, want their hair to grow quicker or longer naturally or those who feel their natural hair texture is changing due to hormone or health changes. ROBE tackles these issues with the aim of making hair healthier and easier to manage with thoughtful ingredients at its core.

“I designed ROBE for anyone who feels like they need something more than the standard offering of hair care brands,” Lauren said. “My goal with ROBE is to set a new standard in luxury haircare to encourage other brands to realise they don’t need to use harmful filler ingredients in their formulas – and for us at ROBE to keep developing products that do more!”

“Consumers are more educated than ever before and more interested in knowing what the ingredients in their products are actually doing for them,” she added. “I’m excited to expand on the current range in a meaningful way by bringing out new products in 2025 that are high-performing and innovative additions to their hair wardrobe.”

For more information visit www.robehaircare.com

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