PARIS — Flora, a high-end hair care line modeled after skin care, adopts a holistic strategy that starts with scalp care.
The 35 pure, vegan goods in the line use biomimetic, gender-neutral, and generation-neutral formulations. These are designed to be used in a variety of multi-step hair treatments that are similar to facials.
Nikolina Kisi Mami, the founder of Flora and a seasoned beauty executive who has worked at businesses like L’Oréal and in locations like Paris, London, and New York, said, “That’s disrupting the market right now.” We advertise ourselves as the biological hair science. Using sensory experiences, the latest hair care is scalp care.
A tagline for the company is “molecular skin therapy for hair.”According to Kisi Mami, the hair industry has primarily concentrated on coloring, cutting, and style, and most hair care products are designed to cover up flaws. She sees hair care as primarily centered on hairdressing while skin care has many different categories.
“Hairdressers are makeup artists for hair,” declared Kisi Mami. “I discovered that there is a significant need in the market for goods that can truly provide a therapeutic approach to treatment. We want to alter the way that individuals care for their hair.
She is specializing in a hot field. According to projections made by market research company Euromonitor International, prestige hair care would expand at a rate of 23.3 percent between 2021 and 2022, trailing only prestige fragrance in terms of beauty market growth.
Flora, a company that operates at both the cellular and root level, just opened its first retail location in Paris’ La Samaritaine department store.
Croatian-born Kisi Mami grew up in the hairdressing industry; her family has been in the industry for 45 years. With Flora, the executive hopes to provide people with individualized, holistic routines that incorporate sensory and scientific components and work well on both the scalp and hair, which have extremely sensitive microbiomes.
Kisi Mami intends to establish a new paradigm with Flora. She worked with opulent hotels as consultants while developing her own “hair spa” methods.
The company does its own manufacturing, research, and development in France.
Three Croatian sites, as well as Joali Maldives, Joali Being, and the Cheval Blanc Spa, participated in the pre-launch of Flora.
Flora developed two proprietary complexes—FP5 Biome and FMP10—made especially for the scalp based on 18 years of scientific study. These are intended to balance the microbiota once again and to sustainably repair hair fibers.
The three categories of Flora’s formulas can be used separately or in combination. Each solution contains the proprietary compounds as well as clean, natural active components with controlled origins that are supported by science and come from nature.
In the first step of Flora’s protocol, the scalp is cleansed and detoxified by removing contaminants, bringing the pH back to normal, and rebalancing the microbiome. Flora has two scrubs, the Scalp and Hair Detox Mask, as well as two shampoos for this.
The scalp must be treated and taken care of in step two. Four serums, such as Serum No.1 Scalp equilibrium, which contains probiotics and marine bioactives, offer regenerative and antiaging characteristics that can help restore the microbiome’s equilibrium, promote the creation of collagen, and promote hair growth.
The second phase focuses on the hair especially and uses items that Flora advertises as fillers that contain the most recent generation of biomimetic active components. There are two fillers, one of which, Hair Filler No.10 Hyaluronic Acid, is supposed to hydrate, moisturize, supple, and shine hair by plumping it. Two conditioners and a mask are included in this phase.
According to the six Pure Active Ingredient Boosters, which include hyaluronic acid, amino acids, and lipopeptides, each Flora formula’s activity will be multiplied for individualized, endlessly customized product rituals.
The Miracle line, which contains biomimetic peptides, is about enhancement and protection in step three and includes an olfactory component. To restructure and restore hair fibers from the inside out, the Miracle restore Serum was developed.
Another component of this stage is a line of perfumed hair oils and mists created by the company’s in-house perfumer, Clémence Besse.
According to Kisi Mami, “We’re the only premium hair care brand in the world with our very own nose.” “I wanted to give this sensorial experience, indulgence, and holistic approach.”
Omega is included in the six Miracle Perfume Oils, which nourish and shield hair while also enhancing its shine. There are four Miracle Hair Mists in the series as well.
The cost of a Flora product ranges from 48 to 98 euros.
Kisi Mami declined to reveal sales forecasts, but industry insiders predict Flora will make more over €1 million in its first year of sales.
The Flora Hair Spa is located on floor minus one of La Samaritaine’s hair studio. The treatments start with an olfactory experience where clients can sample the brand’s six island-themed perfumes and select their favorite to serve as the service’s signature aroma.
Following that, a micro-camera diagnosis and the completion of a quick questionnaire take place. A head massage is followed by the use of a quartz comb, a prescription for goods designed specifically for the patient, including boosters that are activated by steam from the Japanese Hair Spa Mist II.
The procedures, which incorporate massage techniques from all around the world, include head massages on occasion, and a blow-dry completes the treatments.
The 30 minute deep detox scalp and hair treatment costs between 115 and 150 euros. The 40 minute pro-collagen hair and scalp treatment costs between 115 and 180 euros. The 40 minute stem cell hair and scalp treatment costs between 115 and 180 euros.
The cost of a custom treatment, which can take anywhere from 15 to 50 minutes, ranges from 60 to 250 euros, while the cost of a 10-minute express treatment is between 40 and 60 euros.
With nine styles available, Flora’s Miracle Blowdry Bar can be found in nine cities, including Sao Paulo, New York, and Shanghai.
The rollout of the brand has just started.
In the future, Kisi Mami said, “our distribution will be high-end hotels, wellness centers, anti-aging clinics, department stores, niche beauty shops, niche perfumeries, and concept stores.”
Despite being privately owned, Flora is seeking investors.
Particularly when we launch in the American market in 2024, according to Kisi Mami.
Additionally, the Asian and European markets will expand.
We want to rule the world because this is so extraordinary, she declared.
