{"id":530504,"date":"2026-03-10T07:01:17","date_gmt":"2026-03-10T07:01:17","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/530504\/"},"modified":"2026-03-10T07:01:17","modified_gmt":"2026-03-10T07:01:17","slug":"why-18-sell-out-item-is-flying-off-shelves-at-chemist-warehouse-and-coles-was-sceptic-but-it-works","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/530504\/","title":{"rendered":"Why $18 sell-out item is flying off shelves at Chemist Warehouse and Coles: ‘Was sceptic but it works’"},"content":{"rendered":"

Daily Mail journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission – learn more<\/a><\/p>\n

A popular\u00a0item<\/a>\u00a0that fans say is ‘a dream to use’ has taken the haircare world by storm since landing on shelves at Chemist Warehouse and Coles.<\/p>\n

Australian brand MIMI Haircare’s<\/a>\u00a0best-selling Hair Wash uses plant-based ingredients like\u00a0organic watermelon seed oil, blueberry and coconut extracts to help detangle children’s hair.<\/p>\n

The $17.95 shampoo<\/a>\u00a0aims to leave hair feeling soft and shiny and enhance scalp health without any irritation or fragrance.<\/p>\n

MIMI Haircare’s<\/a> hair wash is a simple all-in-one product<\/a> that’s easy to apply and doesn’t foam, unlike normal shampoos and conditioners which are often aimed at adult hair and can irritate children’s eyes and scalps.<\/p>\n

Along with a range of natural ingredients, the does-it-all hair wash<\/a>\u00a0also doesn’t contain sulphates, parabens or artificial colours.\u00a0<\/p>\n

The sell-out product<\/a>\u00a0– dubbed a ‘total game changer’ – has dozens of five-star reviews from impressed parents, with one sharing: ‘This product has completely changed hair washing for us. No more tantrums and definitely no more tears.’<\/p>\n

‘We have a three-year-old and hair washing up until now has been absolutely awful, with lots of crying and tantrums, but we have used this twice and it has absolutely changed hair washing nights for us,’ one mum said.<\/p>\n

\"\" <\/a> <\/p>\n

This gentle hair wash formula takes the place of harsh shampoo and conditioner, with\u00a0plant-based ingredients, including organic watermelon seed oil, blueberry and coconut extracts which help to cleanse and nourish kids’ hair and remove tangles without tears or irritation.<\/p>\n

Shop<\/a> \"Happy <\/p>\n

Happy parents praise the brand’s shampoo for removing difficult tangles and saving time on hair wash day, thanks to being straightforward and easy to use<\/p>\n

Another customer said: ‘I’ve used this product twice and have seen a MAJOR improvement and I could not believe it! Silky beautiful curls, easy to brush, shiny and smooth!’<\/p>\n

Many parents also loved how much time they saved, with one sharing: ‘A couple of minutes brush instead of the usual half an hour battle. Winner! Saved the tantrums and my arms. I will never buy anything else.’<\/p>\n

The hair wash<\/a> is part of the wider MIMI Haircare range<\/a> created by Australian founder and CEO\u00a0Emma Mackenzie, who began the successful beauty business<\/a>\u00a0from home after struggling to find suitable haircare for her children.\u00a0<\/p>\n

The range<\/a> is suitable for children aged between two and 12 years old and is aimed at all hair types, with popular products including the\u00a0Detangling Spray<\/a> and Leave-in Curl Cream<\/a> that work in tandem with the signature hair wash<\/a>.<\/p>\n

And parents can’t get enough of the products.<\/p>\n

‘Was sceptical but worked wonders. Love this stuff! After a 72-hour stint of gastro, including a stay in a sweaty hospital bed that sported a messy knotty unbrushed bun, I was able to brush my three-year-old’s hair with ease! I was prepared for lots of tears and having to cut some knots out but our routine of shampoo<\/a>, detangling spray<\/a> then leave in cream<\/a> worked wonders. Hair brushed, no tears, no drastic hair cut! Happy mum and happy daughter,’ one raved.<\/p>\n

The haircare brand for youngsters also features bundles such as the\u00a0Curly Hair Bundle<\/a>, aimed at little ones with hard-to-tame coils and a Starter Bundle<\/a>\u00a0which features extras like a quick-drying hair towel.<\/p>\n

The range also has handy products aimed as kids who are always on the go, such as the Travel Hair Kit<\/a>\u00a0which is the perfect size for taking to sports or swimming lessons.<\/p>\n

MIMI Haircare’s<\/a> compact Hair Gel Wand<\/a>\u00a0is equally useful, designed to\u00a0tidy up flyaways and baby hairs to create tidy buns and sleek hairstyles with ease.<\/p>\n

\"The <\/p>\n

The range is suitable for children aged between two and 12 years old and is aimed at all hair types, with popular products including Detangling Spray and Leave-in Curl Cream that work in tandem with the signature hair wash<\/p>\n

\"Many <\/p>\n

Many parents loved how much time they saved, with one saying: ‘A couple minute brush instead of the usual half an hour battle. Winner! Saved the tantrums and my arms’<\/p>\n

\"The <\/p>\n

The sell out products have dozens of five-star reviews from impressed parents<\/p>\n

Founder Emma Mackenzie developed\u00a0the brand<\/a>\u00a0after becoming a full-time mum to her two children, following a career working for beauty brands including\u00a0L’Or\u00e9al and Elizabeth Arden.<\/p>\n

She saw a gap in the market after struggling to find suitable products for children, realising there was no middle ground between baby products, which were too mild, and adult versions, which were too harsh.<\/p>\n

‘I was in the thick of school mornings – the tears, the tangles, the daily battles,’ Emma said.<\/p>\n

‘Baby products were too mild for my active, school-aged children, and adult formulas were filled with harsh synthetic ingredients that irritated their eyes and scalps.\u00a0<\/p>\n

‘I wanted something natural that genuinely worked.’\u00a0<\/p>\n

After creating the product range<\/a>\u00a0alongside cosmetic chemists over 18 months,\u00a0MIMI Haircare<\/a>\u00a0was born in 2022.\u00a0<\/p>\n

‘There were cartons stacked next to toys and shipping labels printed at the dining table,’ she said.\u00a0<\/p>\n

‘We built it one order at a time.’<\/p>\n

\"The <\/p>\n

The successful children’s brand was founded by Australian entrepreneur Emma Mackenzie, who struggled to find the right haircare for her two young kids<\/p>\n

\"MIMI <\/p>\n

MIMI Haircare products have received rave reviews from fans thanks to their gentle ingredients that target tough tangles in children’s hair<\/p>\n

She began shipping and selling products out of her home, and from there her business\u00a0<\/a>has grown into one of Australia’s fastest-growing kids haircare brands.<\/p>\n

MIMI Haircare<\/a> is now stocked in more than 2,000 retailers across Australia, and has already proved a hit with shoppers at Coles, where it launched this month.\u00a0<\/p>\n

Emma also grabbed national headlines after appearing on Shark Tank, where she scaled the business<\/a> under the mentorship of Davie Fogarty, founder of Oodie.<\/p>\n

Now, the haircare range<\/a> includes products with a 100 per cent natural fragrance and plant-based ingredients, including hair wash<\/a>, hair gel<\/a>, curl cream<\/a> and even a detangling brush<\/a>\u00a0for kids.<\/p>\n

The full MIMI Haircare<\/a> range is available to shop here<\/a>.<\/p>\n

\"\" <\/a> <\/p>\n

Using MIMI Haircare’s blend of plant-based ingredients this detangling spray aims to tame knots and maintain kids hair health. It’s designed to be buildable and is easy to use while gently brushing out any knots.\u00a0<\/p>\n

Shop<\/a> \"\" <\/a> <\/p>\n

MIMI’s curl cream has been designed for little ones with coily, curly and wavy locks to be ultra-nourishing and moisturising. It helps to boost hydration, smooth frizz and defines curls all day long.<\/p>\n

Shop<\/a> \"\" <\/a> <\/p>\n

This plant-based styling gel gives hair a medium hold for when kids hair needs to stay in place all day. It’s perfect for\u00a0ballet buns, comb-overs, ponytails, or taming flyaways and\u00a0adds shine, smooths frizz without the crunch.<\/p>\n

Shop<\/a> \"\" <\/a> <\/p>\n

The ultimate MIMI Haircare bundle for kids with curly locks, which contains everything\u00a0needed for softer, smoother, tangle-free hair. Within the bundle contains hair wash, detangling spray, leave-in curl cream, a scalp massage brush and a satin scrunchie.<\/p>\n

Shop<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Daily Mail journalists select and curate the products that feature on our site. If you make a purchase…\n","protected":false},"author":2,"featured_media":530505,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[64,63,99,80141,104,100],"class_list":["post-530504","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-au","tag-australia","tag-business","tag-buyline","tag-coles","tag-dailymail"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/530504","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=530504"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/530504\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/530505"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=530504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=530504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=530504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}