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4 Sep

Gisou Gets in on Hair Repair With First Serum

Gisou Gets in on Hair Repair With First Serum

Gisou is in growth mode.

Since closing a Series B funding round led by Eurazeo last 12 months, the honey-infused hair care brand has launched recent iterations of its cult-favorite lip oil and hair perfume, doubled its Sephora at Kohl’s door count from 400 to 800 and is now introducing its first hair repair product.

Retailing for $45, the Honey Infused Hair Repair Serum incorporates the brand’s highest concentration of encapsulated honey — Gisou’s core ingredient — in addition to hydrating meadowfoam oil and keraguard, a plant-based complex that gives heat protection and strengthens strands.

“That is our first product that is concentrated on repair,” said Negin Mirsalehi, who cofounded Gisou in 2015 together with her partner, Maurits Stibbe. The brand’s debut stock keeping unit was its Honey Infused Hair Oil, which tackles frizz and boosts shine. While hair care remains to be the most important driver of the business, Gisou has steadily expanded into body care, lip and facial skincare.

Gisou Honey-Infused Hair Repair Serum


“We don’t launch many products — we form of let honey guide us to what make sense,” said Mirsalehi, who first gained prominence within the early 2010s as a beauty and fashion influencer and hails from an extended line of beekeepers.

“We only go into products where the honey will really make a difference,” Stibbe added.

Though Mirsalehi and Stibbe didn’t comment on sales expectations for the serum launch, industry sources estimate the Honey Infused Hair Serum could do $10 million in first-year retail sales.

North America — where the brand is in greater than 500 Sephora doors and 800-plus Sephora at Kohl’s doors — generates half of the brand’s business. Within the Middle East, there are 60 points of sale, and Gisou is sold in 100 Mecca outposts in Australia and Recent Zealand.

“The U.S. is our most significant market without delay — it’s one where we resonate thoroughly,” said Stibbe, noting the brand’s hair perfume is its fastest-growing sku within the U.S.

South America, Southeast Asia and India may very well be on the horizon for the brand, but the main focus is on “constructing through the markets we’re in without delay, relatively than expanding,” Mirsalehi said.

“It’s easy to expand into recent markets, but it surely’s vital for us to concentrate on being successful where we’re — making a higher experience in stores, getting more [associates] trained inside stores, there’s still a lot to do in our current markets,” Stibbe said.

In April, Gisou hosted its first Los Angeles pop-up to commemorate the launch of its lip oil at Sephora; in June, the brand opened its second bee garden in Amsterdam — where Gisou is predicated — helmed by Mirsalehi’s sister and Gisou beekeeper in chief, Negar Mirsalehi.

“A whole lot of brands today have honey-infused products — it’s a very popular and happening ingredient — but our [family beekeeping] story will not be only an incredible marketing tool, it’s a real story and I do think that sets us apart, too,” said Negin Mirsalehi, who occasionally meets the Gisou community members on the bee garden and uploads educational beekeeping content to the brand’s Instagram, which counts 781,000 followers.

The brand can also be eyeing a possible foray into stand-alone retail down the road.

“That’s something we’re looking into and feel super enthusiastic about — after doing these pop-ups, you are feeling such as you’re ready for the following step,” Mirsalehi said.

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