Detangler Spray

This detangling spray employs plant-based ingredients to help detangle, lock in moisture, and provide hair with a vitamin boost. The spray’s ingredients include organic watermelon seed oil to help strengthen the hair and promote scalp health; blueberry extract to protect hair from damage and enhance shine; sweet orange extract to promote a healthy scalp and leave hair smelling fresh; and coconut extract to moisturize, soften, and strengthen hair while reducing frizz. The formula nourishes the hair while protecting hair against environmental aggressors such as UV rays and pool chemicals. The spray has a 100% natural fragrance derived from essential oils – billed as unique in the children’s category – and is free from sulfates, SLS, SLES, parabens, PEGs, glycol, EDTA, silicones, propylene, artificial colors, and synthetic fragrance. The product is also manufactured in GMP (good manufacturing process) certified and ACO COSMOS-standard facilities with sustainably sourced ingredients.

The secret to stress-free kids' haircare is a healthy hair routine—and MIMI Detangling Spray makes it simple. Scientifically formulated and developed by mum-of-two Emma Mackenzie, this Australian-made, plant-based spray is more than a quick fix. It acts as a daily vitamin boost for the hair, helping to maintain long-term hair health. Infused with organic watermelon seed oil, blueberry extract, and coconut extract, it nourishes from root to tip while locking in moisture and taming tangles. Lightweight and buildable, it also helps protect hair against environmental aggressors like UV rays and swimming pool chemicals

• Scientifically formulated plant based formula • Gives hair a boost of vitamins locks in moisture and tames knot spots—tantrum free • Infused with organic extracts Blueberry Seed Oil Watermelon Seed Oil and Coconut • Helps to protect kids’ hair from environmental aggressors like outdoor play and pool chemicals • Buildable non greasy coverage—doubles as a styling spray • Free from Sulphates SLS SLES Parabens PEGs Glycol EDTA Silicones Propylene Artificial Colours Synthetic Fragrance • 100 natural fragrance made with pure essential oils • Certified Australian Made • Dermatologist approved by Dr Jennifer Haley MD FAAD • Manufactured in GMP

MIMI Detangling Spray is a plant-based, nutrient rich formula specifically for kids aged 2–12 . Lock in moisture and tame knot spots whilst maintaining kids' hair health with a boost of vitamins. Scientifically formulated with no nasties, plant-based goodness, infused with organic watermelon seed oil, blueberry and coconut extracts. Our nutrient rich Detangling Spray helps to protect kids' hair from the effects of outdoor play and swimming pool chemicals. Formulated for buildable coverage, our non-greasy nutrient rich spray is also your hair styling companion. INCI List: Aqua (Water), Decyl Glucoside, Glycerin, Hydrolyzed Rice Protein, Citrullus Lanatus (Watermelon)Seed Oil, Vaccinium Corymbosum (Blueberry) Fruit Extract, Cocos Nucifera (Coconut) Fruit Extract, Cetrimonium Chloride, Citrus Aurantium Dulcis (Sweet Orange) Peel Oil, Cedrus Atlantica (Cedarwood) Bark Oil, Lavandula Angustifolia(Lavender) Oil, Cymbopogon Martini (Palmarosa) Oil, Pelargonium Graveolens (Geranium) Oil, Vanillin, Benzyl Alcohol, 1,2-Hexanediol , Potassium Sorbate, Sodium Benzoate, Citric Acid, *Geraniol, *Limonene, *Linalool The product is packaged in recyclable HDPE bottles with a user-friendly pump. Designed by renowned creative agency Ortolan, the branding features bold typography, quirky colours, and playful illustrations

MIMI Detangler will officially launch to the North American market at Cosmoprof North America 2025. The product is currently sold within Australian retail having launched to market within th

MIMI Detangler Spray will retail for $9.99 USD. MIMI is a mass brand sold in drugstores, discount department stores, and grocery chains. It fills an underserved need in the U.S. for natural, plant-based haircare that works for school-aged kids. It’s the only global product with a 100% natural fragrance—fragrance being the #1 skin irritant for children. Core Consumer: School-aged kids 4–12, pre-pubescent—no longer babies, not yet teens. Active, curious, and independent. Customer: Busy parents balancing work, school runs, and extracurriculars—seeking natural, low-stress solutions from brands that care about health, safety, and sustainability.

https://www.mimihaircare.com.au https://www.instagram.com/mimihaircareforkids https://www.facebook.com/mimihaircareforkids https://www.tiktok.com/@mimihaircareforkids https://www.linkedin.com/company/73031144 https://www.linkedin.com/in/emma-mackenzie-33b84060/

MIMI Detangling Spray was created by mum-of-two Emma Mackenzie, who was tired of daily haircare battles and noticed that avoiding the issue only made things worse. She saw a clear gap in the market for a natural, effective, and child-friendly haircare solution for active kids aged 2–12. Emma developed the MIMI 2-Step Routine—Step 1: MIMI Hair Wash, and Step 2: MIMI Detangling Spray—to teach children how to care for their own hair. With a consistent routine, healthy hair became easy—and so disappeared the tears and tantrums. MIMI Detangler is a science-led, child-specific formulation. Unlike most detanglers, which are diluted adult formulas or heavy creams, MIMI is a lightweight, buildable spray that doubles as a daily vitamin boost for the hair. Enriched with organic watermelon seed oil, blueberry extract, and coconut extract, it nourishes hair from root to tip, helping to create a protective barrier against environmental aggressors—like UV rays and swimming pool chemicals—that commonly affect school-aged kids. Free from synthetic ingredients and fragrance, it’s suitable for sensitive scalps. With a globally unique 100% natural fragrance and ergonomic design, MIMI empowers independence, builds confidence, and supports healthy habits—making haircare easier for families everywhere.

MIMI Haircare for Kids first gained national attention when founder Emma Mackenzie appeared on Shark Tank Australia in 2024. Her pitch struck a chord with both parents and investors, leading to a partnership with Davie Fogarty, one of the most successful digital marketers in the world and founder of The Oodie. This exposure not only catapulted brand awareness but also set the foundation for a best-in-class marketing strategy that continues to fuel MIMI’s rapid growth. Today, MIMI runs a fully integrated digital marketing program built on paid social, search, influencer partnerships, and a robust organic content strategy. With a 10:1 return on ad spend, our digital campaigns are performance-driven and conversion-focused, ensuring we speak to parents where they are—on mobile, in-feed, and in search. Our social content is educational, relatable, and shareable, delivering high engagement across Instagram, TikTok, Facebook, and Pinterest. We are also backed by a community of high-profile “mummy influencers” who act as brand ambassadors. These trusted voices regularly share authentic content about their family routines with MIMI, reinforcing trust and social proof across audiences. In retail, we support our national rollout in Chemist Warehouse with a dedicated in-store marketing and retail media program, including point-of-sale assets, catalog features, and digital shelf optimisation. Our retail marketing efforts are fully aligned with our digital strategy, ensuring brand consistency from online to aisle. From a PR perspective, MIMI has received significant media coverage, including a recent two-page feature in WHO Magazine. We frequently partner with family, wellness, and parenting publications and have been spotlighted on parenting podcasts and national morning TV. Our content strategy is rooted in real parenting moments, kid-first storytelling, and science-backed education, helping to position MIMI not just as a product—but as a parenting ally. As we expand into the U.S. market, this proven omni-channel strategy is being scaled through strategic media partnerships, influencer collaborations, and trade support to drive awareness, engagement, and sell-through at retail. MIMI's promotional success comes from a deep understanding of modern families, smart digital execution, and powerful founder storytelling that builds both emotional connection and measurable results.

MIMI Haircare for Kids holds several official certifications and trademarks that reflect our commitment to safety, efficacy, and ethical manufacturing. • Australian Trademark Registration No. 2197699 • U.S. Trademark: Registered trademark application currently pending • Formulation IP Ownership: All formulations are proprietary to MIMI Haircare and developed in partnership with leading Australian chemists • Australian Made Certification: MIMI is licensed to use the Australian Made, Australian Grown logo, issued by Australian Made Campaign Limited (Licensee ID: 17046), valid through 31 May 2026 • Dermatologist Approved: Endorsed by Dr. Jennifer T. Haley, MD FAAD, a U.S. board-certified dermatologist These certifications underscore MIMI’s dedication to transparency, safety, and integrity in every product we bring to market, giving families peace of mind and aligning with global standards of ethical and clean beauty.

MIMI Detangling Spray meets the Hair Products category criteria by addressing a critical and underserved need in the global market: safe, effective, and scientifically developed haircare for children aged 2–12. Unlike conventional detanglers that are often diluted adult formulas or quick fixes, MIMI offers a long-term, science-led solution tailored to the specific biological and lifestyle needs of kids. MIMI Detangling Spray forms Step 2 in the brand’s innovative two-step routine—Clean with MIMI Hair Wash and Treat with the Detangler—empowering children to care for their own hair while reducing stress for parents. This simplified approach fosters independence, builds healthy habits, and is especially valuable for time-poor families. Formulated with vitamin-rich, antioxidant-packed ingredients like watermelon seed oil, blueberry extract, and coconut extract, the spray nourishes hair while creating a barrier against environmental aggressors like UV rays, chlorine, saltwater, and daily wear. Unlike many mainstream alternatives, it is free from harsh detergents and synthetic fragrances, making it suitable for sensitive scalps and neurodiverse children. The product features a 100% natural fragrance made from essential oils—globally unique in the kids’ category—and delivers buildable, non-greasy hydration to reduce breakage and maintain long-term hair health. Packaging & Design: MIMI is packaged in recyclable HDPE bottles with a child-friendly spray pump. Developed in collaboration with design agency Ortolan, the bold colours, playful illustrations, and inclusive tone resonate strongly with modern families and stand out on shelves. Sustainability & Ethics: MIMI is Australian-made, vegan, and certified cruelty-free (Choose Cruelty Free Australia). It’s manufactured in GMP-certified and ACO COSMOS-standard facilities with sustainably sourced ingredients. The brand is committed to advancing low-waste and refillable packaging solutions. Marketing Impact & Omnichannel Reach: Since its appearance on Shark Tank Australia and investment from marketing expert Davie Fogarty, MIMI has grown into a seven-figure brand with a 10:1 ROAS. The Detangling Spray is available in 1,000+ stores including Chemist Warehouse and Big W, and is backed by strong social, influencer, and PR campaigns. What truly sets MIMI apart is its purpose: to make haircare easier, healthier, and more empowering—for kids and their families

At MIMI Haircare for Kids, sustainability, ethical responsibility, and product safety are at the core of everything we do. From ingredient sourcing to packaging and production, every decision is made with care—for kids, families, and the planet. Our formulas are crafted with sustainably sourced, plant-based ingredients, specifically selected to meet the unique needs of children aged 2–12. We avoid harmful chemicals and hormone disruptors, ensuring every product is not only gentle and effective, but also safe for developing bodies and sensitive scalps. We proudly manufacture in Australia, supporting local jobs and reducing our carbon footprint by keeping our supply chain close to home. Our production partners operate under GMP (Good Manufacturing Practice) standards and are ACO (COSMOS and National Standard) certified for organic production. MIMI packaging is designed with recyclability and functionality in mind. Our bottles are made from HDPE, one of the most recyclable and widely accepted plastics, and are labelled clearly to encourage proper disposal. Our hairbrushes are crafted from non-toxic, LEGO-grade plastic, chosen for both safety and recyclability. We continually explore opportunities to integrate refillable and low-waste solutions into future product ranges. We are especially proud that MIMI has been embraced by many families of neurodiverse children. Parents of kids with sensory sensitivities often struggle with daily haircare routines. One parent shared, “Our boy has huge sensory issues and it’s an actual exorcism to wash his hair... Tonight, for the first time, I was in tears after the process—and not him!” Another wrote, “I’m an autism parent coach. So many autistic kids have sensory issues with their hair, and parents need to know about your products.” These stories inspire our continued dedication to creating stress-free, sensory-considerate solutions. We also prioritise ethical sourcing and fair labour practices, choosing suppliers who align with our values of transparency and social responsibility. Through our content and community engagement, we aim to foster awareness around self-care, sustainability, and inclusion—because every child deserves to feel confident, cared for, and celebrated.

MIMI Haircare for Kids is a mass-market brand offering plant-based, dermatologist-approved haircare specifically designed for children aged 2–12. Each formula is crafted to meet the unique biological and lifestyle needs of kids, providing a clean, safe, and effective solution. MIMI is stocked in over 1,000 retail stores across Australia, including Chemist Warehouse—Australia’s largest pharmacy retailer—where MIMI is the #1 selling kids’ haircare brand with over 50% market share. In Australia, one MIMI Hair Wash is sold every five minutes. We are also ranged in major discount department stores, ensuring national reach and visibility. Our e-commerce business has rapidly scaled, with strong sales from product bundles. Since appearing on Shark Tank Australia in December 2024, online sales have grown over 2,000%, becoming a 7-figure channel. MIMI is available in China through Tmall Global and will launch in New Zealand by late 2025. We are now seeking an exclusive U.S. retail partner to bring our award-winning range to American families. Our goal is to replicate our Australian success by partnering with a like-minded retailer to meet the growing global demand for clean, effective kids’ haircare.