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Kids' haircare is stressful—ask any parent and they’ll likely agree. Three years ago, on an ordinary Tuesday morning, Emma Mackenzie found herself cutting a matted clump from her daughter’s hair. Frustrated, she threw her hands up and declared, “That’s it—I’m doing something about this.”

She had exhausted all existing options. Baby haircare didn’t have the strength to manage the demands of active, school-aged kids, while adult products were full of harsh ingredients unsuitable for sensitive young skin and eyes. The few “children’s” products available were often loaded with synthetic nasties.

Emma recognised a clear gap in the market—an underserved need for safe, high-quality haircare designed specifically for kids. Determined to create change, she began her journey. At the heart of it, she simply didn’t want her children’s first experience with personal care to be stressful or negative.

She embarked on an 18-month mission to develop a solution that would make kids’ haircare safer, more effective, and far less stressful for families. “I needed to understand why kids’ haircare was so challenging,” Emma explains. “That meant diving deep into children’s biology.” She discovered that kids are regularly exposed to environmental stressors like chlorine and UV rays, and that their hair—denser relative to their head size—tends to be naturally drier due to lower sebum production pre-puberty. On top of that, their scalps are 30% thinner, making them more vulnerable to ingredient absorption.

Today, MIMI is Australia’s #1 kids’ haircare brand. Founded by Emma, a mum of two, MIMI was born from her mission to fill the gap for natural, plant-based haircare tailored to children aged 2–12. Informed by research linking harsh chemicals to early puberty, MIMI offers Australian-made, tear-free formulas with 100% natural fragrance. More than just products, MIMI empowers kids to care for their own hair with a simple, effective routine—while expressing their individuality through a fun, confidence-boosting range of styling products.