The two partners have been studying the textured hair market for almost ten years. Before launching In Haircare, they created the Ma Coiffeuse Afro app — a still-active platform for booking at-home hairstyling appointments. A survey sent to users to better understand their needs revealed a key insight: 41% reported experiencing issues with hair growth or breakage.
The concept resonated immediately, paving the way for the launch of In Haircare’s first product: Pousse & Volume, a hair growth and volume supplement offered in both capsule and gummy form.
“We worked hard on the composition, which we wanted to be natural and effective, with active ingredients known to promote hair growth and strengthen hair, such as ginseng, zinc, horsetail, rosemary, nettle, etc.,” explains Rebecca Cathline, the brand cofounder.
In 2024, In Haircare introduced its first topical products, expanding the portfolio to 12 references, with 15 expected soon. The Milk In curl-defining treatment has quickly emerged as a bestseller, ranking alongside the brand’s two dietary supplements — with one product sold every 28 seconds, according to company data.
Setting sail for the United Kingdom
In Haircare recorded 30% growth in 2024 and projects an increase of nearly 80% in 2025. Since May, the brand has been available through Mademoiselle Bio, La Belle Boucle, Nuoo, and several French pharmacies — including major Parisian outlets such as City Pharma (rue du Four), Pharmacie Carré Opéra, and Pharmacie du Forum des Halles.
A digital native, In Haircare generates 50% of its revenue online via its website, its retail partners’ e-commerce sites, and nocibe.fr, blissim.fr, and helssyhair.com.
For now, the brand’s European rollout remains limited — with one point of sale in Germany, two in Belgium, and three in Switzerland — but, as the founder notes, “all indicators are green” for a successful entry into the UK market.
Last June, In Haircare took part for the first time in the ’French Beauty Experience,’ an event organized by Business France in London. The brand won over distributors and industry professionals with the quality of its formulas, the attention to detail in its packaging, and a name that sounds natural in English. It also won two awards: one for Best Digital Communication, and another recognizing it as the “Most Relevant French Brand for the British Market.”
This feedback points to strong growth potential. It also sends a strong signal in a country where the textured hair segment is particularly dynamic. “Our discussions with several distributors are already at a very advanced stage,” says Rebecca Cathline.
