Straand
Australian premium scalp care brand selling prebiotic, microbiome-focused hair care products powered by patented Defenscalp™ technology, distributed via DTC e-commerce and retailers including Sephora, Urban Outfitters, Anthropologie, and Amazon across Australia, Southeast Asia, UK, and the US.
- Company typePrivate
- Founded2020
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Straand does
Straand is an Australian premium scalp care brand founded in 2020 and headquartered in Melbourne, manufacturing a science-led portfolio of shampoos, conditioners, scalp serums, masks, scrubs, dry shampoo, hair perfume, and accessories. The company's core technology is Defenscalp™, a patented plant-derived prebiotic (Epilobium Angustifolium Flower/Leaf/Stem Extract / Rosebay Extract) designed to rebalance the scalp microbiome by reducing Malassezia yeast overgrowth, controlling oil, and relieving flaking and inflammation. Supporting actives include Pentavitin™ (Saccharide Isomerate), Lactic Acid exfoliation, Niacinamide 3%, Hydrolyzed Wheat Protein, Hyaluronic Acid, and Exo-P™ anti-pollution technology (Alteromonas Ferment Extract). Clinical studies cited by the company report high-percentile efficacy on itch relief (93.7%), moisturization (94–100%), oil control (96.9%), and dandruff reduction (96–100%) across multiple SKUs.
Straand's business model combines direct-to-consumer e-commerce (straand.com.au with AUD/USD/GBP support and Afterpay installments) with retail wholesale through Sephora in Australia/Southeast Asia/UK and Urban Outfitters, Anthropologie, and Amazon in the US. Individual SKUs range from A$6 to A$42 and curated bundles from A$22 to A$209, with multi-pack and bundle discounts designed to raise AOV. Go-to-market is product-led and digital-first: social media (Instagram, TikTok, Facebook), influencer and earned-media coverage (Vogue, GQ, Harper's Bazaar, Elle, Refinery29), content marketing through The Journal blog, a trichologist-developed quiz, and email/SEO funnels. Target customers are horizontally segmented into consumers with scalp concerns (primary), hair-health seekers, and sensitive/damaged-scalp users — all served by the same core product range rather than vertical-specific SKUs. Total disclosed funding to date is approximately US$4.6M across two 2023 rounds led by Unilever Ventures and the Harvey Family Office, earmarked for international expansion.
Straand firmographics
Firmographics- Name
- Straand
- Legal name
- Straand
- Website
- https://straand.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Australian premium scalp care brand selling prebiotic, microbiome-focused hair care products powered by patented Defenscalp™ technology, distributed via DTC e-commerce and retailers including Sephora, Urban Outfitters, Anthropologie, and Amazon across Australia, Southeast Asia, UK, and the US.
- Ownership category
- akta.pro rank
Straand industry classification
Industry- Product category
- Scalp & Hair Care
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Conditioners & Hair Masks (CRABABAB)
Keywords
Where Straand is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Straand business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Products sold directly to consumers through the Straand e-commerce website (straand.com.au) with multi-currency support for AUD, USD, and GBP markets. Customers can purchase individual products or bundled sets.
- Retail Wholesale: Products sold wholesale to major retailers including Sephora, Urban Outfitters, Anthropologie, and Amazon marketplace. Revenue generated through bulk orders to retail partners.
- Bundled Product Sets: Pre-configured product bundles and kits sold at discounted prices compared to individual products, offering higher average order value and customer convenience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
| Unit Pricing | Pay-as-you-go | Multi-Pack Discounts |
| Unit Pricing | Pay-as-you-go | Bundled Kits & Sets |
| Unit Pricing | Pay-as-you-go | Travel/Mini Products |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Straand product offering
Product offeringCore offering
Straand manufactures and sells premium scalp and hair care products powered by its proprietary Defenscalp™ prebiotic ingredient. The product line includes shampoos, conditioners, scalp serums, masks, exfoliating scrubs, dry shampoos, hair perfumes, and complementary accessories such as brushes and microfibre towels, targeting concerns like dandruff, oily scalp, dryness, itching, and irritation. Products are sold as individual units, multi-packs, and bundled kits through direct-to-consumer e-commerce and retail partners.
Product overview
Straand is a premium Australian scalp care and hair care brand offering a unified product portfolio centered on microbiome-focused, science-backed formulations. The core offering consists of standalone treatments and bundled kits: Crown Cleanse Shampoo and Crown Boost Conditioning Treatment form the foundational wash-day duo; Crown Companion Pre-Wash Scalp Oil and Halo Hydrator Scalp Mask provide pre-wash preparation; Miracle Worker Exfoliating Scalp Scrub offers physical exfoliation; Crown Fix Scalp Serum delivers targeted serum treatment; and HeavenScent Hair Perfume + Gloss and Crown Refresh Dry Shampoo Mist complete post-wash finishing products. Accessories include the Exfoliating Scalp Brush, Microfibre Hair Towel, and Detangler Brush. Value kits such as Scalp Care 101, The Daily Duo, Advanced Flake Free Set, and Healthy Hair Heroes combine multiple products into routines targeting specific concerns (anti-dandruff, hydration, anti-itch, growth). The complete range spans scalp care treatments, wash-day essentials, and hair care accessories, all powered by the proprietary Defenscalp prebiotic complex.
Differentiator
Problem solved
Functional benefit
Products and services
- Crown Cleanse Shampoo Prebiotic dandruff shampoo powered by Defenscalp that gently cleanses, soothes, and strengthens both scalp and strands while visibly reducing flakes, itching, and irritation. Targeted at consumers with dandruff, oily, or sensitive scalps.
- Crown Boost Conditioning Treatment Deep conditioning treatment that doubles as a hair mask, infused with Sweet Almond and Jojoba Oil to deliver essential vitamins while supporting a balanced scalp microbiome.
- Crown Companion Cleansing Pre-Wash Scalp Oil Multi-tasking, deep cleansing scalp oil that removes scalp buildup from styling products and dirt while creating a protective barrier before shampooing.
- Halo Hydrator Calming Hydration Scalp Mask Cooling, jelly-textured pre-wash mask delivering instant hydration to calm irritation, infused with Niacinamide, Wastar Pink Berry, Aloe Vera, and Hyaluronic Acid.
- The Crown Fix Scalp Serum Prebiotic scalp serum powered by Defenscalp and Lactic Acid that restores moisture, strengthens the skin barrier, and nourishes the scalp microbiome to relieve itching, flakes, and irritation.
- Miracle Worker Exfoliating Scalp Scrub All-natural physical exfoliant with sea salt that gently buffs away dead skin cells, product buildup, and excess oil while hydrating with Coconut and Argan Oils.
- HeavenScent Hair Perfume + Gloss Multitasking hair mist that perfumes, protects, and polishes with Exo-P anti-pollution shield while neutralizing odors and adding high-gloss finish.
- Crown Refresh Revitalising Dry Shampoo Mist
Quantifiable outcome
- 96% of users see a reduction in dandruff
- +9 more outcomes
Companies that use Straand
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Straand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Straand partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights6 records
Straand competitors and assessment
Company assessmentDirect peers
- Briogeo: Premium, clean-ingredient, science-backed hair and scalp care brand sold DTC and at Sephora. Comparable target customer (concerned about scalp/hair health), pricing tier, and retail distribution model.
- Olaplex: Science-led, patented-ingredient hair care brand built around a proprietary bond-repair technology, widely retailed at Sephora, Ulta, and professional channels. Straand mirrors this playbook—patented active, clinical proof, premium positioning—in a scalp-care vertical.
- Jupiter: Scalp-focused wellness brand offering shampoos, treatments, and scalp serums targeted at balancing and soothing the scalp. Direct overlap with Straand's prebiotic, microbiome-focused scalp routine and target use cases (flaking, irritation, oil balance).
- Act+Acre: Cold-pressed scalp-care brand built around a proprietary ingredient system (Microloc), sold DTC and at Sephora/Ulta. Straand's scalp-first, science-led positioning and Sephora presence make it the closest direct competitor in the prebiotic scalp category.
- Moroccanoil: Premium hair care brand anchored by a signature proprietary oil/ingredient system and global salon and retail distribution. Comparable premium positioning, ingredient-anchored brand story, and international retail depth.
- OUAI: Premium, social-led hair care brand strong at Sephora and on TikTok/Instagram, selling shampoos, treatments, and styling products with a celebrity/founder narrative. Straand shares the digital-first launch playbook and Sephora-channel mix.
- Necessaire: Premium personal care brand positioned around clinical-grade actives, sustainability, and minimalist design, retailing at Sephora and direct. Overlaps with Straand in ingredient-led personal care narrative and DTC-plus-Sephora channel strategy.
- Verb: Premium-but-accessible hair care brand distributed at Sephora, Ulta, and salons. Comparable pricing tier and product width (shampoo, conditioner, treatments, styling), illustrating the bar for scale within Straand's competitive set.
Broad incumbents
- Living Proof: Science-led hair care brand (now under Unilever) commercialized out of MIT research with patented polymers and extensive salon and prestige retail distribution. Relevant comparable for ingredient-IP-driven hair care and Unilever-adjacent strategic dynamics.
- Kérastase: L'Oréal's professional/salon-grade hair and scalp care brand with a broad scalp-focused subline (Symbiose, Fusio-Scan). Represents the established incumbent benchmark for premium scalp care that Straand is positioning against.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key highlights6 records
Customer concentration
Straand social profiles
Digital presenceStraand financial estimates
Financial estimateRevenue estimate
Valuation estimate
Straand leadership team
Management profileNumber of profiles
Profiles2 records
Straand funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Straand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Straand
What does Straand do?
Straand manufactures and sells premium scalp and hair care products powered by its proprietary Defenscalp™ prebiotic ingredient. The product line includes shampoos, conditioners, scalp serums, masks, exfoliating scrubs, dry shampoos, hair perfumes, and complementary accessories such as brushes and microfibre towels, targeting concerns like dandruff, oily scalp, dryness, itching, and irritation. Products are sold as individual units, multi-packs, and bundled kits through direct-to-consumer e-commerce and retail partners.
Is Straand a public or private company?
Straand is a private company. It is classified as venture growth investor backed and is currently operating.
When was Straand founded?
Straand was founded in 2020. It employs 11 to 50 people.
Where is Straand based?
Straand is headquartered in Melbourne, Australia, in the Oceania region.
How does Straand make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Wholesale and bundled Product Sets.
Who are Straand's main competitors?
Direct peers on record are Briogeo, Olaplex, Jupiter, Act+Acre, Moroccanoil, OUAI, Necessaire and Verb. Broad incumbents are Living Proof and Kérastase.
Does Straand have an API?
No public API is recorded for Straand.
What industry is Straand in?
Straand's product category is Scalp & Hair Care. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABABAE, Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth). Its NAICS code is 3256 and its SIC code is 2844.