Brisbane Kids' Haircare Brand MIMI Expands Nationally in Coles Supermarkets
MIMI Haircare For Kids, a Brisbane-founded children's haircare range, is launching nationally across Coles supermarkets this month. This expansion represents the latest achievement for founder Emma Mackenzie, whose brand now boasts a retail presence in more than 2,000 stores throughout Australia and New Zealand, including major retailers like Chemist Warehouse, BIG W, and now Coles.
From Bath-Time Battles to Business Success
Emma Mackenzie, a stay-at-home mother, created MIMI Haircare as a solution to her own struggles during bath time with her children. Frustrated by tangles, tears, and products containing harsh chemicals, she developed a gentle yet effective natural haircare range that parents could trust. "I was in the thick of school mornings — the tears, the tangles, the daily battles," Emma explains. "Baby products were too mild for my active, school-aged children, and adult formulas were filled with harsh synthetic ingredients that irritated their eyes and scalps. I wanted something natural that genuinely worked."
Identifying a Market Gap and Developing a Science-Led Range
Leveraging her 20-year global career with prestigious brands such as L'Oréal and Elizabeth Arden, Emma identified a significant gap in Australia's $1.27 billion haircare market: products specifically formulated for children aged 2 to 12. In 2020, she collaborated with leading Australian cosmetic chemists to spend 18 months developing a science-led, plant-based range tailored to children's unique hair biology.
Children's scalps are approximately 30 percent thinner than adults', their hair is denser relative to head size, and oil production does not increase until puberty. This means traditional shampoos can over-strip and dry young hair, highlighting the need for specialized products like those offered by MIMI.
Rapid Growth and Retail Success
When MIMI launched in 2022, every order was personally picked, packed, and shipped from Emma's home. "There were cartons stacked next to toys and shipping labels printed at the dining table," she recalls. "We built it one order at a time." However, the brand quickly gained momentum, launching into Chemist Warehouse stores nationally within six months and becoming the fastest-selling kids' haircare brand.
Today, MIMI holds the number one and number two shampoo and conditioner rankings in BIG W and ranks in the Top 25 of all 1,400 haircare SKUs in Chemist Warehouse, not just within the children's segment. In 2025 alone, the brand achieved an impressive 688 percent growth across retail and e-commerce, evolving into a seven-figure business.
Shark Tank Investment and Strategic Scaling
Emma's success caught the attention of investors, leading to an appearance on Shark Tank Australia. She secured a $300,000 investment and mentorship from Davie Fogarty, Founder of The Oodie, AFR Young Rich Lister, and Shark Tank Australia judge. Under Dave's guidance, MIMI scaled its direct-to-consumer engine, with online sales growing by 334 percent in the past 12 months.
The business now operates with a balanced 50/50 split between retail and e-commerce, creating strong consumer demand that directly enhances in-store performance.
National Coles Rollout and Future Prospects
The national rollout in Coles supermarkets marks the next phase of growth for MIMI, bringing science-led, plant-based children's haircare into mainstream grocery at scale. "I'm incredibly proud to be partnering with Coles as our exclusive Australian grocery retailer," Emma says. "We didn't enter this market to participate — we entered to lead. To prove that a purpose-driven, Australian-founded brand can outperform multinational incumbents and deliver measurable results for retail partners."
Positive Customer Feedback and Reviews
Customers who have tried MIMI Haircare for Kids have shared enthusiastic reviews and before-and-after photos of their children's hair. One shopper writes, "Our boy has huge sensory issues and it's usually an exorcism to wash his hair. Tonight I brushed it without a fuss. First time I cried happy tears." Another says, "After just one use, my daughter's hair was soft, smooth, and easy to manage. These products are a game changer."
The brand's expansion into Coles is poised to drive further success, solidifying MIMI's position as a leader in the kids' haircare market.
