Coco & Eve

Two Australian cousins launched a hair care brand in 2017, distributed entirely through Instagram ads and directed to consumer for the first three years. No retail shelves, no department stores, no salons. The direct model generated the capital to eventually move into prestige retail on the brand's own terms. Emily Hamilton and her cousin, Alex Oliver, launched Coco and Eve in Sydney in 2017 after holidaying in Bali. And noticing the prevalence of coconut and Balinese botanical hair treatments in local salons. They built the brand around a hero product, the Leica Virgin Hair Mask, a coconut and fig hair treatment priced at around $50 and sold exclusively through Coco and Eve's own website and Instagram.