4 days ago
MIMI Haircare for kids launches into BIG W with best-selling natural haircare that parents swear by
Australia's favourite kids' haircare brand just scored its biggest retail win yet.
MIMI Haircare for Kids is officially launching into 220 BIG W stores nationwide, making its Australian-made, plant-based haircare range more accessible than ever for busy families.
Founded by stay-at-home mum Emma Mackenzie, MIMI Haircare started as a solution to her own bath-time battles.
Tired of fighting tangles, tears, and products full of harsh chemicals, she developed a gentle but effective natural kids' haircare range that parents could trust.
MIMI Haircare now sells one product every couple of minutes and holds over 50 per cent of the market share in the Australian kids' haircare category.
BIG W, a trusted household name since 1964, is the perfect partner for MIMI Haircare.
The retailer has been expanding its personal care aisle to meet growing demand for safe, affordable, and high-quality products.
'MIMI's clean, plant-based haircare range meets the growing demand we see from BIG W families,' says BIG W Category Buyer Janine Perrett.
'It delivers on ingredient transparency, natural formulations, and value.'
The launch includes MIMI Haircare's best-selling products:
Hair Wash 400 mL — gentle, sulphate-free formula for everyday use.
MIMI Detangler Spray 200mL — tames knots without tears.
MIMI Scalp Massage Brush — boosts scalp health and circulation.
BIG W exclusives: Quick Dry Hair Towel and Travel Hair Kit.
Parents say MIMI Haircare has transformed their children's haircare routines.
One mum wrote: 'Our boy has huge sensory issues and it's usually an exorcism to wash his hair.
Tonight I brushed it without a fuss. First time I cried happy tears.'
Another parent swears by it for post-swim recovery: 'After just one use, my daughter's hair was soft, smooth, and easy to manage. These products are a game changer '.
Emma says seeing her MIMI Haircare range on BIG W shelves is surreal.
'BIG W has always been where I shop for my kids, so this is a proud moment,' she says.
'It means more families can discover how easy and stress-free kids' haircare can be with MIMI.'
Every MIMI Haircare product is proudly Australian-made with nourishing ingredients like shea butter, coconut oil, and watermelon seed extract.
The range uses 100 per cent natural fragrances and contains no sulphates, silicones, or parabens — making it perfect for children's delicate hair and scalps.
The BIG W launch also comes as MIMI Haircare gears up for global expansion, with a US rollout planned later this year.
It's a remarkable milestone for a brand that started on a kitchen bench and is now leading the Australian kids' haircare market.
