Hair Syrup, the independently owned British haircare brand behind a viral range of pre-wash oil treatments, marks its official entry into the US market, the latest step in the brand’s ongoing global expansion plans.
Founded in 2020 by Lucie Macleod, then a university student experimenting with natural oils to repair her own bleach-damaged hair, Hair Syrup has grown from a homemade kitchen project into one of the UK’s fastest-growing haircare brands, built entirely without outside investment. The brand’s appearance on BBC’s Dragon’s Den in January 2025, where all six Dragons declined to invest, became a viral moment in its own right and helped fuel the brand’s rise. Hair Syrup has since built a loyal community of more than 500,000 social media followers and has held a position among the top five haircare brands on TikTok globally for the past 12 months.
Demand from the US, ahead of a US retail presence
That momentum has increasingly been felt from overseas. Hair Syrup’s website now receives more than 19,000 daily visitors from the US alone, a level of organic demand from American consumers the brand had not yet had a dedicated retail presence to serve. It is this consumer pull, built through viral content and word of mouth, that underpins the brand’s decision to formally enter the US now.
Entering the US market
Hair Syrup’s US debut will see the brand’s range of pre-wash and leave-in oils, including its scalp health favourites, made available to American shoppers through Target Beauty Studio, as part of the retailer’s thoughtfully curated assortment of new prestige, emerging and global beauty brands. Launching September 10 in more than 600 stores nationwide and on Target.com, the brand’s UK bestsellers, including its scalp circulation blend Rapunzel and scalp health formula Growsmary, will be part of the assortment available to Target guests.
“Global expansion and entering the US market has always been part of our long-term plan, and doing it independently, without outside investors, makes this moment even more special. We have seen incredible demand from American customers for years through our website and our dedicated social community, so this feels like the natural next step in Hair Syrup’s growth. Our focus now is making sure US customers have the best possible access to the products they have been asking us for.” – Lucie Macleod, Founder and CEO, Hair Syrup
Part of a wider global growth story
The US launch follows a period of significant growth for Hair Syrup in the UK, where the brand is stocked at key retailers Boots, ASOS, Urban Outfitters, JustMyLook and TikTok Shop, and adds to the brand’s international ambitions as it looks to build on its viral popularity in new markets. Hair Syrup said its priority in the US is to give customers the most direct and accessible route to its products as it establishes its retail footprint in the country.
