Unilever invests in STRAAND to help it break into the US market

Australian haircare brand Straand entered the US market after receiving a pre seed investment of $2 million from Unilever Venture Capital.

Straand was founded in July 2022,It commercialises Australian-made haircare products focused on microbiome balance (the microbiome consists of micro-organisms found on the entire surface of the human body). Straand notably features a small range of prebiotics-based products to fight scalp dryness.

The brand debuted in the United States and launched two major prebiotic scalp balance products, namely Crown Clean shampoo and Crown Fix scalp essence, which will be sold directly to consumers through brand channels and available on Amazon.

Crossing two popular categories - microbial beauty and hair care - it is clear why Unilever Venture Capital supports the brand. The brand's entry into the US market is the first step in its international promotion. Australian scalp care brand Straand entered the US market after receiving a pre seed investment of $2 million from Unilever Venture Capital.

Pinterest revealed in its annual forecast that scalp health searches are on the rise. The number of scalp cleaning searches has increased by 55%, and the number of scalp treatments for dry scalp searches has increased by 70%

To this end, Straand is powered by IFF Lucas Meyer Cosmetics' Defenscalp (INCI: Water (and) Willow Leaf Cauliflower/Leaf/Stem Extract), which is reported to help reduce sebum secretion on the scalp, reduce the appearance of dandruff tablets and relieve scalp irritation.

According to the report, Straand includes four prebiotic scalp haircare products and is preparing a high-quality series for its upcoming expansion into the United States through direct targeting of consumers and Amazon. It will also expand to the UK, Europe, and China.