What Kevin Murphy does

Kevin Murphy is an Australian-founded premium professional haircare brand, established in 2005 and headquartered in Brisbane, that designs, formulates, and sells a comprehensive range of shampoos, conditioners, treatments, and styling products organized by benefit (HYDRATE, REPAIR, REJUVENATE, BLONDE, CURL, SMOOTH, PROTECT, EVERLASTING.COLOUR, etc.). The portfolio is anchored by hero SKUs such as NIGHT.SHIFT (an overnight serum using Hyaluronic Acid and Australian Kakadu Plum), YOUNG.AGAIN (heat protection up to 450°F/230°C with Certified Organic Immortelle Oil), the EVERLASTING.COLOUR bond-building range, and the KEVIN.MURPHY+CODE professional colour line; technology is centred on formulation chemistry combining natural ingredients (Kakadu Plum, Immortelle, hyaluronic acid) with bond-building and heat-protection performance claims rather than on AI or software. The brand operates a hybrid go-to-market: a B2B professional channel via a dedicated pro.kevinmurphy.com.au portal serving salons and stylists, and a B2C channel via regional DTC websites in 16+ countries (Australia, New Zealand, USA, Canada, Mexico, UK, Germany, France, Italy, China, Japan, India, Singapore, Korea, UAE, South Africa), an Amazon Australia launch in November 2025 via Pattern (delivering 141% revenue growth and 91% Buy Box ownership within four months), and a salon-locator-enabled retail network. Revenue is generated through unit-priced premium product sales ($35-$53 USD / €18-€49 EUR) with bundle and Build-Your-Own-Bundle merchandising, and the company employs 101-250 staff, operates as a privately held founder-influenced business under CEO Laurent Misischi, and is pursuing B Corp certification with ESG strategy support from EY.

Name

Kevin Murphy

Legal name

Kevin Murphy

Website

https://kevinmurphy.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Professional Haircare Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Conditioners & Hair Masks (CRABABAB), Shampoo & Scalp Cleansers (CRABABAA), Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Professional haircare products
• Salon hair care
• Hair styling products
• Color protection hair care
• Hair repair treatments

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Professional Haircare Product Sales: Kevin Murphy generates revenue through selling professional-grade haircare products including shampoos, conditioners, treatments, and styling products to salons and hairstylists. The brand serves both B2B (salon) and B2C (consumer) channels.
2. E-commerce Direct Sales: Direct-to-consumer sales through kevinmurphy.com.au websites across multiple country-specific domains, offering full product range to end consumers.
3. Marketplace Sales: Sales through Amazon marketplace via partnership with Pattern, generating transaction-based revenue with approximately 80% of ad-driven sales coming from first-time buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Kevin Murphy is an Australian premium professional haircare brand that designs, manufactures, and sells a comprehensive range of shampoos, conditioners, treatments, and styling products. The products combine high-tech scientific knowledge with natural ingredients such as Hyaluronic Acid, Australian Kakadu Plum, and Certified Organic Immortelle Oil, and are distributed through professional salons worldwide as well as direct-to-consumer e-commerce channels.

Product overview

KEVIN.MURPHY is a premium professional haircare brand offering a comprehensive range of hair products organized into core categories: Shampoo, Conditioner, Treatment, and Styling. The portfolio includes hero products like NIGHT.SHIFT (overnight hydrating serum with Hyaluronic Acid and Kakadu Plum), YOUNG.AGAIN (anti-aging treatment oil with Certified Organic Immortelle), and the EVERLASTING.COLOUR bond-building colour protection line. Products are organized by benefit including HYDRATE, REPAIR, REJUVENATE, VOLUME, SMOOTH, BLONDE, CURL, DETOX, PROTECT, TEXTURE, THICKENING, STYLE/CONTROL, and EVERLASTING.COLOUR. The brand philosophy combines scientific knowledge with natural ingredients to deliver high-performance, weightless products suitable for salon and at-home use. Product formats include full-size, travel sizes, and Build Your Own Bundle options. The company also offers professional-specific products through its pro.kevinmurphy.com.au portal.

Differentiator

Problem solved

Functional benefit

Products and services

• NIGHT.SHIFT Overnight Hydrating Serum
• YOUNG.AGAIN Rejuvenating Treatment Oil
• SHIMMER.SHINE Shine-Enhancing Mist
• GLOSS Colour and Repair Treatment
• KEVIN.MURPHY+CODE Professional Colour Line
• EVERLASTING.COLOUR Range
• MAXI.WASH Detox Shampoo
• Holiday Gift Sets
• REPAIR-ME Range
• Styling Product Range

Quantifiable outcome

• 141% revenue growth on Amazon Australia marketplace within four months of launch via Pattern partnership
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• PatterncoreGTM or Marketing Partner · 1 November 2025Kevin Murphy partnered with ecommerce accelerator Pattern to officially launch on Amazon Australia in November 2025. The partnership drove 141% marketplace revenue growth and 115% quarter-on-quarter units sold increase within four months. Pattern helped improve Buy Box ownership from 65% to 91% and removed multiple unauthorized sellers while driving new customer acquisition with approximately 80% of ad-driven sales from first-time buyers.
• Holly Sanders (Bundjalung Artist)minorStrategic or Co-development Partner · 1 January 2025Exclusive collaboration with Australian Aboriginal artist and proud Bundjalung woman Holly Sanders for 2025 holiday gift sets. She created custom artwork titled 'Homeward Journey to Country' for limited-edition holiday gift set packaging, with six original pieces created with Acrylic on Canvas then transformed into premium keepsake boxes. Artwork celebrates the connection between hair, culture, and the journey back to home, inspired by Australia's First Nations peoples heritage.
• EY (Ernst & Young)coreStrategic or Co-development Partner · 1 January 2023Kevin Murphy Group partnered with EY's Climate Change and Sustainability Services team from 2023 to develop a comprehensive group sustainability strategy aligned with global ESG standards and regulatory requirements. The collaboration involved global regulatory scan, competitor benchmarking, double materiality assessment, and development of a sustainability charter with governance structure, spanning operations in Australia and Europe. Kevin Murphy has since established carbon emissions baselines for Scope 1-3, launched human rights policy, published Modern Slavery Statement, and is preparing for B Corp certification.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Olaplex: Premium, bond-building professional haircare brand sold through salons and direct-to-consumer. Closely comparable to Kevin Murphy on professional channel, premium pricing, science-led brand positioning, and bond-building technology stack.
• Kérastase (L'Oréal): Luxury professional haircare brand owned by L'Oréal, distributed through salons and direct online. Directly comparable to Kevin Murphy on premium-tier positioning, salon-led distribution, science-plus-care ingredient story, and global multi-region presence.
• Wella Professionals: Heritage professional salon haircare brand now owned by Wella Company. Shares Kevin Murphy's salon-first GTM model, multi-tier shampoo/conditioner/styling portfolio, and presence in color protection.
• Redken (L'Oréal): Pro-salon haircare brand under L'Oréal targeting salons and stylists with bond-building, color protection, and styling ranges — directly overlapping with Kevin Murphy's portfolio and channel mix.
• Schwarzkopf Professional (Henkel): Henkel's professional salon haircare division with broad shampoo, color, and styling ranges. Comparable to Kevin Murphy on salon channel first, global footprint, and portfolio breadth across benefits.
• Pureology: Premium, vegan, color-care professional salon brand focused on concentrated botanical and bond-strengthening formulas. Closely aligned with Kevin Murphy on premium natural-plus-science positioning and salon's stylists as primary channel.
• Virtue Labs: Premium bond-repair professional haircare brand built on a proprietary keratin protein technology. Comparable to Kevin Murphy on premium pricing, salon-D2C channel mix, science-led innovation narrative, and bond-building category positioning.
• Living Proof: Science-led premium haircare brand with salon and DTC distribution and patented ingredient technologies. Comparable to Kevin Murphy on professional salon roots, direct e-commerce expansion, and tech-forward product positioning.
• Briogeo: Premium natural-ingredient haircare brand with strong D2C channel and salon presence. Directly comparable to Kevin Murphy on natural-plus-performance formulation philosophy, premium price points, and product breadth across shampoo, treatment, and styling.

Broad incumbents

• L'Oréal Professionnel (L'Oréal): Mass-to-premium professional salon brand under L'Oréal with extensive color and care ranges. Broader and more mass than Kevin Murphy but operates in the same salon-distributed haircare category and is named alongside it in market research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KevinMurphyIntl
• YouTubeyoutube.com/kevinmurphy
• Facebookfacebook.com/LoveKEVINMURPHY
• LinkedInlinkedin.com/company/kevin-murphy
• Instagraminstagram.com/kevin.murphy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kevin Murphy