A pharmacist by training, Julie Pernet initially formulated for herself, masks based on Ayurvedic powders to deal with hair loss issues she was experiencing following a pregnancy.

"Although Ayurvedic powders are already proposed by DIY cosmetic specialists, their use is still reserved for experienced users because there are a lot of different solutions available. I wanted to democratize and simplify the use of these powders and lift the two main barriers, which are the choice of powders according to one’s skin condition and the way to blend them together in the best possible way," explains the creator.

During two years, she developed an algorithm referencing all these powders, as well as the vegetable and essential oils that she considered essential. She then defined six scalp care objectives (detox, strength, lightness, growth, cleansing and beauty), to which 60 different types of powders were suited.

Haircare starts at the roots

"To have strong and beautiful hair, you have to work at the root level to deliver all the nutrients. The scalp needs balanced nutrients to produce sebum, keratin and all the hair fibres," she says.

Each mask has four essential ingredients, explains the designer: a fortifying and detoxifying ayurvedic powder selected to address the main issue; a nourishing plant oil selected to match the hair type; a treating essential oil based on the type of scalp (oily, normal or sensitive) and an aloe vera powder to moisturise and regenerate.

The bespoke typology is determined from an online diagnosis that will allow selecting the right ingredients.

"You don’t necessarily have to have a specific issue to deal with, it can simply be to make your hair look more beautiful and shiny, in which case you will opt for the beauty cure," explains Julie Pernet.

For each concern, there is a cure box that includes: 4 sachets of powders to make 4 masks to apply once a week; the essential oil; the vegetable oil; the application brush and the jar to make the mixture in. Each element can then be ordered separately.

"I’ve pre-measured each element which means that the user only has to mix the three ingredients, add water and have her mask fresh and ready to apply, in 30 seconds," she adds.

The ingredients are natural and organic, and the packaging is designed with an eco-responsible glass and cardboard profile. The closure system of the powder bags is made of oxo-degradable plastic.

The cure box with 4 masks is available at the price of 45 euros. The ritual also includes a shampoo and a detangling balm, both natural, to be used after applying the mask, (35 euros each).

Launched last February, MakeMyMask already claims a 50% repeat purchase rate. The founder plans to develop new hair care products to democratise the DIY approach to cosmetics.

There is a strong demand for vegetable dyes. I would like to find a partner specialised in this field to develop a complementary quality offer," she adds.