Subscription Success: Hairstory's Model for Customer Retention and Growth.
- Bethany Sharp
- Apr 13
- 6 min read
Updated: May 1
In a beauty landscape often characterised by excess and fleeting trends, Hairstory has carved a unique path by daring to challenge the very foundation of hair care. This article delves into the innovative spirit driving Hairstory, a brand that has boldly redefined how we cleanse our hair. We explore the core vision behind their revolutionary "shampoo-free" approach, uncovering the unmet market needs that sparked this disruptive innovation. Beyond product, Hairstory embodies a philosophy of conscious consumption, advocating for "fewer, better things." Join us as we uncover the journey of a brand that's not just selling hair care, but fostering a movement towards simplicity, sustainability, and the embrace of natural beauty.
1 - Hairstory has boldly redefined hair care by offering a revolutionary alternative to traditional shampoo. Could you share the core vision behind this innovation and what unmet needs in the market inspired you to develop this "shampoo-free" approach?
Beauty brands typically do not encourage their customers to buy less, but Hairstory was born from the fundamental belief that we need fewer, better things.
Working closely with hairdressers – a huge part of our business and ‘the original influencers’ of the haircare industry – we understood that the widely adopted shampoo and conditioner combination is not the best way to care for our hair. Regular foaming shampoos “clean” (strip) your hair and scalp with harsh ingredients that disrupt our natural oils, causing dryness, breakage and irritation. The ‘solution’ is offered by way of conditioner which is essentially a band-aid that adds the moisture you removed with shampoo. Our vision has always been to change the way people wash their hair by breaking this vicious cycle of shampoo and conditioner.
To do this, we created New Wash, a first-of-its-kind cleansing cream made without the damaging detergents found in shampoo. This non-foaming hero product is designed to replace shampoo and conditioner, but also allows for a reduction in styling products, because the hair’s natural texture is enhanced.
Since launching in 2015, we’ve enabled over 500,000 customers to switch New Wash, the healthier way to wash. All our products are designed in line with our goal to create haircare routines with fewer, better steps. We are a small company with big ambitions, but only when our growth creates enduring value.
2 - Moving from leadership roles within established, high-profile beauty companies to spearheading a brand that's fundamentally changing how people wash their hair is a significant shift. Could you reflect on this transition and share some key learnings or unexpected insights you've gained from building Hairstory and its revolutionary product from the ground up?
I started my career in hair, working at Bumble and bumble with Founder, Michael Gordon, and CEO, Eli Halliwell. Post Bumble and bumble, Michael and Eli partnered to establish Hairstory. So, moving from my most recent tenure at luxury fragrance brand, The House of Creed, was a natural progression in my career and felt more like a homecoming than a transition. What has been most exciting about running a dynamic, innovative and disruptive brand like Hairstory is the opportunity to push boundaries and zig zag a bit when everyone else is walking the straight and safe line. Something that feeds my soul is the opportunity to work with an amazing network of talented hairdressers who are the heart of our brand, reinforcing the authenticity of the Hairstory brand and the proven efficacy of our products. It feels good to be "selling" something that really works and changes lives.
3 - Hairstory emphasizes enhancing natural hair features, ultimately leading to less reliance on styling products. Could you elaborate on the science and philosophy behind this approach? For other brands aiming to empower their customers' natural beauty, what key principles could they consider incorporating into their product development?
Yes, at Hairstory, we believe in fewer, better things. We believe in products that are better for your hair, that provide better solutions for hairdressers, and that are good for the planet. New Wash, our signature cleansing cream uses essential oils, saturated cleansers and fatty alcohols, all of which are naturally derived and biodegradable. It doesn't strip your hair or scalp barrier of the good oils that it needs to keep your hair and scalp healthy, shiny, voluminous and soft. It’s also fantastic for color preservation. When you switch to New Wash, you quickly learn that you don't need a ton of products to look and feel good, but for those occasions when you do have a need for styling, we have catered for this, carefully.
Our less-is-more approach means that we only develop new products when they are truly innovative, and each is designed to further simplify your routine, as well as being made with nourishing, non-toxic ingredients.
At the heart of our brand are professional hairdressers, who inspire and inform every formula we create.
Another point to consider is that our haircare routines are designed for continuity and customer retention via our subscription offering is another area we excel in – results which in our case is healthy hair – is what keeps happy customers returning.
4 - Sustainability is clearly a priority for Hairstory with your eco-friendly refillable options. Could you discuss your commitment to environmental responsibility and the journey you've taken to integrate these practices into your brand? What advice would you offer to other beauty and fashion brands looking to implement more sustainable solutions without compromising on product quality or brand experience?
In 2015, before most beauty brands were thinking about sustainability, we set out to create haircare that is smart, simple and sustainable. We developed New Wash as a detergent-free biodegradable replacement for shampoo and conditioner that uses less water. All Hairstory products are Leaping Bunny Certified. All Hairstory products are made with non-toxic, naturally effective ingredients and 100% natural fragrances. We also pioneered the use of refill pouches to reduce plastic waste, and we continue to lead the industry with sustainable practices and packaging. As a longtime member of 1% for the Planet, we donate 1% of every 8oz New Wash sale to high-impact water conservation and restoration organizations. Since 2018, the Hairstory community has funded over $400,000 in donations to protect oceans lakes, rivers and reefs around the world.
Education is an important factor when recruiting and retaining customers to ‘your way’. An example for us is that New Wash doesn’t foam, and this can be an unfamiliar experience for those used to sudsy shampoo. We strive to educate our customers on our brand and product experience, which binds us together in our goals for achieving healthier hair and a healthier planet. Likewise with refill packaging; when the benefits are widely understood, change becomes more achievable.
If a brand is looking to better their sustainability practices, there are so many options and partners out there who have the expertise or ability to aid in this effort. If there is a will, there is a way.
5 - Hairstory is not just a product; it feels like a movement towards a simpler, more natural approach to hair care. What are your aspirations for the future of Hairstory, and what message would you share with other brand owners who are passionate about challenging the status quo and creating truly innovative solutions.
A “Movement” is a fantastic way to describe Hairstory. We are rethinking haircare and disrupting an industry that hasn't changed and evolved in centuries. And we are leading a global movement toward high-quality sustainable haircare and a healthier planet. The more we change behaviour from using harmful products to using products with fewer, better ingredients (produced by brands with integrity), the better the world will be. It seems like a lofty aspiration, but it's simple and I truly believe we will be successful in accomplishing this mission.
Hairstory's journey is more than just a tale of innovative hair care; it's a compelling narrative of challenging norms, prioritising sustainability, and building a brand rooted in genuine value. From recognising the limitations of traditional shampoo to championing a "less is more" philosophy, Hairstory demonstrates the power of a clear vision and a commitment to doing things differently. Their dedication to environmental responsibility and fostering a community around conscious consumption offers valuable lessons for businesses of all sizes. As Hairstory continues to pioneer a simpler, healthier approach to hair care, its impact resonates beyond the beauty aisle, prompting a broader conversation about mindful practices and authentic brand building.
Considering Hairstory's bold approach to disrupting a long-established industry by focusing on quality, sustainability, and genuine customer needs, what seemingly conventional aspect of your small business could be reimagined to create a more meaningful impact and stronger connection with your customers?
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