Eleven Australia
Eleven Australia is an Australian hair and body care brand founded in 2011 that sells approximately 40 professional products through its direct-to-consumer e-commerce platform and a global salon stockist network across 27 countries, serving both end consumers and hair professionals.
- Company typePrivate
- Founded2011
- HeadquartersCollingwood, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Eleven Australia does
Eleven Australia (ELEVEN Australia) is an Australian hair and body care brand founded in 2011 and headquartered in Collingwood, Australia. The company develops, formulates, and distributes approximately 40 professional hair and body care products organized across concern-based sub-ranges (Miracle Family, Smooth Me Now, Hydrate My Hair, I Want Body, Keep My Colour, Keep My Curl, Repair My Hair, Gentle Clean), plus a body care line, styling range, professional ammonia-free hair colour line with 30+ shades, and tools/accessories. Core technology centers on cruelty-free, paraben-free formulations using natural and organically derived ingredients, with most products vegan and gluten-free and manufacturing held to GMP standards; the hero Miracle Hair Treatment is clinically proven to deliver 11 hair benefits in a single product. The company operates a dual-channel go-to-market: direct-to-consumer e-commerce via elevenaustralia.com with regional storefronts for the US, Canada, Europe (France, Spain, Portugal, Italy, Germany, Ireland, UK, Scotland, Austria, Norway), South Africa, Australia, and the Middle East (Iraq, UAE), and a B2B salon stockist channel supported by a "Become a Stockist" program and a "Salon Rewards" loyalty platform for hair professionals. Products are priced from approximately USD $11 to $239 (most SKUs in the $20–$40 band), with a bundle builder offering 10–20% discounts and free shipping over $50. The brand is led by Co-Creative Director Joey Scandizzo and is privately held with no disclosed external investors.
Eleven Australia firmographics
Firmographics- Name
- Eleven Australia
- Website
- https://elevenaustralia.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eleven Australia is an Australian hair and body care brand founded in 2011 that sells approximately 40 professional products through its direct-to-consumer e-commerce platform and a global salon stockist network across 27 countries, serving both end consumers and hair professionals.
- Ownership category
- akta.pro rank
Eleven Australia industry classification
Industry- Product category
- Professional Hair Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Professional/Salon Haircare (Backbar & Retail) (CRABABAK)
- akta.pro secondary industries
- Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)
Keywords
Where Eleven Australia is headquartered
LocationHeadquarters
- HQ city
- Collingwood
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Eleven Australia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time product sales through e-commerce platform (direct-to-consumer) and through salon/stockist distribution channel. Products include shampoos, conditioners, treatments, styling products, body care, and professional tools at price points ranging from approximately $20-$40 for most products, with premium tools priced higher (e.g., Flat Iron at $239).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing for individual items |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Eleven Australia product offering
Product offeringCore offering
Eleven Australia manufactures and sells a portfolio of approximately 40 professional hair and body care products spanning shampoos, conditioners, treatments, styling products, body lotions and washes, hair tools, and a professional ammonia-free hair colour line. Products are cruelty-free, paraben-free, with many vegan and gluten-free options, and are sold direct-to-consumer through regional e-commerce sites and through a global salon stockist network across 27 countries.
Product overview
ELEVEN Australia is a multi award-winning Australian hair and body care lifestyle brand launched in 2011, offering approximately 40 professional products across six integrated sub-brands. The core portfolio centers on the Miracle Family (Miracle Hair Treatment, Oil Elixir, Hair Mask, Shampoo, Conditioner, and Spray variants) as the #1 global best-seller, supported by condition-specific lines including Smooth Me Now (anti-frizz), Hydrate My Hair (moisture), I Want Body (volume/texture), Keep My Colour (blonde/color care), Keep My Curl (curl care), Repair My Hair (damage repair), and Gentle Clean (sensitive scalp). The styling range includes sprays, creams, pastes, clays, pomades, and waxes for various hold and finish needs. Professional offerings include an ammonia-free hair colour line with 30+ shades plus the DiGi Colour Assistant AI tool. Accessories include flat irons, curling irons, brushes, and combs. Body care includes hand/body lotions and washes. All products are cruelty-free, paraben-free, and many are vegan and gluten-free. The brand is available in 27 countries worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Miracle Family: A cult-favourite product line featuring the signature Miracle Hair Treatment and related products including treatment, mask, and oil elixir.
Products and services
- Miracle Hair Treatment
Quantifiable outcome
- 11 benefits in one product (Miracle Hair Treatment)
- +1 more outcomes
Companies that use Eleven Australia
Customer profileSegments3 records
Ideal customer profiles2 records
Eleven Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Eleven Australia partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Hagar InternationalminorEleven Australia supports Hagar, an international organization committed to the protection, recovery, and reintegration of women and children who have suffered severe human rights abuses. Through the 'Style for Life' initiative, the brand donates USD $1 from every bottle of Miracle Hair Treatment sold worldwide at participating salons during March (in line with International Women's Day) to Hagar Australia. Since 2013, over AUD 300,000 has been raised, sponsoring women through Hagar's Economic Empowerment Program to learn hairdressing skills.
- Happy Boxes ProjectminorEleven Australia partners with Happy Boxes Project, an organization that empowers women by providing self-care product packages (containing shampoo, conditioner, deodorant, and soap) to women and children in remote areas of Australia who lack access to basic essentials.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Eleven Australia competitors and assessment
Company assessmentDirect peers
- Kérastase: L'Oréal-owned premium professional haircare brand sold through salons and retail; competes head-to-head with Eleven in the pro channel and has overlapping product lines including treatments, shampoos, and styling.
- Olaplex: Bond-building haircare brand with strong pro-channel presence and a flagship treatment hero product (No.3), directly comparable to Eleven's Miracle Hair Treatment-led proposition and salon distribution model.
- Moroccanoil: Iconic treatment-led professional haircare brand built around a hero oil product sold via salons and DTC; comparable go-to-market and product architecture to Eleven Australia.
- Pureology: L'Oréal-owned professional colour-care brand targeting salons and stylists with concern-based product lines, directly comparable to Eleven's Keep My Colour and concern-segmented positioning.
- Kevin Murphy: Australian-founded professional haircare brand sold through salons globally with a treatment and styling-heavy range; closest geographic and channel peer to Eleven Australia.
Broad incumbents
- Schwarzkopf Professional: Henkel-owned global professional haircare and colour giant with broad portfolio across shampoos, treatments, colour, and styling; competes for the same salon shelf space as Eleven.
- Redken: L'Oréal-owned professional haircare brand with deep salon penetration in colour and styling; a larger incumbent in the same channel as Eleven with overlapping professional-only product lines.
- Aveda: Estée Lauder-owned botanical and naturally derived professional haircare brand with salon distribution and strong sustainability credentials, comparable to Eleven's clean-beauty and cruelty-free positioning.
- Wella Professionals: Global professional colour and haircare brand with extensive salon footprint; competes directly with Eleven's professional colour line and broader haircare portfolio in salons.
Emerging players
- Briogeo: Indie premium haircare brand focused on natural, clean formulations with a strong DTC and Sephora presence; comparable in scale, clean-ingredient positioning, and digital-first marketing to Eleven.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Eleven Australia social profiles
Digital presenceEleven Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eleven Australia leadership team
Management profileNumber of profiles
Profiles1 record
Eleven Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eleven Australia 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 Eleven Australia
What does Eleven Australia do?
Eleven Australia manufactures and sells a portfolio of approximately 40 professional hair and body care products spanning shampoos, conditioners, treatments, styling products, body lotions and washes, hair tools, and a professional ammonia-free hair colour line. Products are cruelty-free, paraben-free, with many vegan and gluten-free options, and are sold direct-to-consumer through regional e-commerce sites and through a global salon stockist network across 27 countries.
Is Eleven Australia a public or private company?
Eleven Australia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eleven Australia founded?
Eleven Australia was founded in 2011. It employs 1 to 10 people.
Where is Eleven Australia based?
Eleven Australia is headquartered in Collingwood, Australia, in the Oceania region.
How does Eleven Australia make money?
One revenue line is on record: direct Product Sales.
Who are Eleven Australia's main competitors?
Direct peers on record are Kérastase, Olaplex, Moroccanoil, Pureology and Kevin Murphy. Broad incumbents are Schwarzkopf Professional, Redken, Aveda and Wella Professionals. Briogeo is listed as an emerging player.
Does Eleven Australia have an API?
No public API is recorded for Eleven Australia.
What industry is Eleven Australia in?
Eleven Australia's product category is Professional Hair Care. Its primary akta.pro industry code is CRABABAK, Professional/Salon Haircare (Backbar & Retail), with a secondary code of CRABABAA, Shampoo & Scalp Cleansers. Its NAICS code is 456120 and its SIC code is 2844.