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FashioNZ features Holistic Hair & Co-Owners Nicky James-Baird & Jodene Fendall

Nicky & Jodene - Co-Owners of Holistic Hair

Holistic Hair understands that it’s just as important to look after your hair with natural products as it is your skin. They’ve recently released their new Quinoa Pro NPNF Colour Protect Range which is made in Aotearoa from all natural, plant derived ingredients that are sustainably sourced.

The brand is run by Nicky James-Baird and Jodene Fendall who both hold diplomas from the World Trichology Society and Nicky is also a qualified Cosmetic Chemist. They take a very hands-on approach to new product development, formulation testing and results-based products. Trichology is the the scientific study of the health of the scalp and hair and Trichologists take a holistic approach to helping people with scalp and hair disorders; hence the brand name Holistic Hair which underpins the ethos of the brand.

We caught up with Nicky and Jodene to find out more about their new range and what their top tips are for healthy hair?

Where did the idea for Holistic Hair come from and how has the brand evolved since launching?

Holistic Hair was invented right here in New Zealand by a pioneering Trichologist about 16 years ago. Back then, hair care was largely synthetic and there were no alternatives for people who wanted natural plant-based products, particularly those that would successfully tackle scalp issues. Nicky James-Baird and Jodene Fendall saw the potential of the brand, acquiring it in 2015, and progressively working to evolve Holistic Hair both aesthetically and through new and innovative products.

“We’re passionate about the environment, social causes and building an ethical brand that balances profit with purpose,” says Nicky. “Holistic Hair products are designed for the three principles of a circular economy to eliminate waste and pollution; circulate materials back into the economy, and protect nature. Not only are our plant-based ingredients backed by science, they are chosen to not harm the environment, and that includes the packaging”. The Holistic Hair range has steadily grown and is now sold in six international markets.

What are your personal favourite products from the range and how do you use them in your own haircare routine?

Nicky – I personally love our New Quinoa Pro NPNF Colour Protect Shampoo and Conditioner. The shampoo balances mildness and efficacy, leaving your scalp cleansed and hydrated without stripping colour. The conditioner is pure luxury and melts into the hair like a nourishing plant smoothie. It contains our plant actives; Quinoa Pro, Crambisol, Murumuru and Mango Butters, New Zealand Harakeke Flax Leaf Extract and Marshmallow Root to support hydration and moisture for softer, stronger, glossier, easier to style hair.

Jodene – My favourite is our Herbal Finishing Rinse Concentrate. It’s a unique product with multi-functional benefits. Dilute it with water and use it after the shampoo and conditioner as a final rinse. It’s great for keeping the hair fresh and soft in-between wash days.

Holistic Hair’s Shampoo and Conditioner 250ml range.

How did you develop the new Quinoa Pro NPNF Colour Protect Range?

The new Quinoa Pro NPNF Colour Protect Range was developed over a two-year period and at the request of our customers. We didn’t have a shampoo and conditioner in the range specially for coloured, chemically treated, damaged and curly hair types. Now we do! It’s sulfate, paraben and formaldehyde free, and of course we don’t test on animals so cruelty-free,” says Nicky.

During research and development, the duo spent a long time looking for actives that were supported by clinical studies to ensure the products would deliver the desired benefits.

“We chose the key actives Quinoa Pro NPNF and Crambisol for these reasons. Quinoa Pro NPNF is a natural plant protein containing all eight essential amino acids to lock in colour. Amino acids absorb into the cortex of the hair to protect the colour and reduce oxidative damage. Crambisol from Crambe Abyssinica oil strengthens hair from the inside out, increasing thickness and improving the hair’s natural elasticity for resistance to breakage. We are really confident these products work and of course they meet our sustainable ethos’” says Jodene.

How would you describe the Holistic Hair customer and what do you think they’re looking for when they shop with your brand?

Holistic Hair caters to a growing market of consumers seeking natural products.

“Our vision is to be a trusted hair care brand that people can look to for advice and products that deliver on promises,” says Jodene. “Consumers are more discerning than ever about natural and sustainable product choices. They follow and interact with sustainable beauty brands on social media and are actively involved in choosing the products they both purchase and use. Living a healthy and active lifestyle is important and they understand the positive benefits of inner wellbeing.”

Can you tell us about the core values of Holistic Hair?

Our core values serve as the compass that guides our actions, behaviours, and decision-making process. These values mean that, much like our brand, we take a holistic view to how we work as much as the product we design and produce. Our values are:

– Teamwork – focussing on collaboration and working together in harmony and with purpose.

– Accountability – taking responsibility.

– Passion – being committed and loyal.

– Integrity – displaying honesty and openness.

Holistic Hair offers natural plant-based products for healthy hair.

What are your top tips for healthy hair?

“The saying you are what you eat shouldn’t be ignored if you want healthy hair,” says Nicky. “Eating for optimal health and healthy hair go hand-in-hand.” Having healthy hair starts from the inside. Hair is largely comprised of a protein, known as keratin, with a smaller amount of water, lipids, carbohydrates, minerals, and trace elements. It’s classified as a non-essential tissue, and in times of food scarcity, hair growth is often affected. So, our number one tip is consuming a well-balanced diet with sufficient protein, focusing on wholesome plant foods if you can.

Secondly, understand your scalp and hair when choosing products. When choosing a shampoo and conditioner, remember a shampoo is for the scalp and conditioner, is for the hair, so choose a product that meets each of their needs. A dry scalp requires very different ingredients to an oily scalp; making the right choice will help to get the results you’re looking for.

Our final tip is about using common sense and not being led by trends or everything published on the internet. Unfortunately, the web is full of misinformation and scaremongering and this can be very confusing to consumers. Always look to experts and formal peer-reviewed studies if you’re researching something. As owners we have a passion for delivering trusted information and have qualifications in the field of Trichology to support our credibility.

What do you think we should all be doing as individuals to consume beauty products more responsibly?

Prior to purchasing a beauty product, take a look at the brand’s story, sustainability, environmental, and social initiatives first. If the brand is making an effort in these areas, then it’s likely the product has been thoughtfully designed. Assessing a product’s sustainability isn’t always easy. Every product has a life-cycle and everything contributes to its sustainable footprint including the environmental impact of raw materials, production, distribution, consumer use and disposal. Ultimately, if it can be recycled this means the brand design supports a circular economy model and this is good for everyone. As humans and consumers, everyone is responsible for the planet and its fate. If you’re familiar with the seven Rs of sustainability, use them as a starting point; Refuse, Rethink, Reduce, Reuse, Repair, Repurpose, and Recycle.

What are your goals for the future?

Our goals revolve around being trusted leaders in sustainable natural hair care. We are currently working towards applying for B Corp certification, to validate our social and environmental performance, public transparency, and legal accountability to balance profit and purpose. Above all, we aspire to improve people’s lives, whether that be with an exceptional product or providing a job or funding a social cause. If we can achieve this, and of course make our customers feel that they can be their best selves, it will become a legacy that we will be proud to pass on.