Dax

What Dax does

Imperial DAX Hair Care Inc., operating as DAX, is a US-based manufacturer and marketer of hair and skin care products founded in 1954 by pharmacist Herman Bley. The company operates from a 45,000 sq ft headquarters at 120 New Dutch Lane, Fairfield, New Jersey, and produces a broad portfolio spanning pomades, waxes, gels, styling treatments, oils, and scalp conditioners, organized into the Original Tins, Water-Based Gels, Style & Condition, Natural Hair (DAX Naturals), Multi-Use, and High Life (premium barbershop) collections. Core technical capability lies in proprietary formulation chemistry rather than software, with branded ingredients and formulations (e.g., PEG-7 Glyceryl Cocoate for easy wash-out, Tea Tree Oil and Black Jamaican Castor Oil in Braid Gel) and product SKUs spanning light to heavy hold, oil- and water-based systems, and inclusive design for all hair types and genders.

DAX generates revenue through one-time direct product sales across a layered omnichannel footprint: DTC e-commerce via daxhaircare.com shipping from the Fairfield warehouse, drug/beauty/mass-merchant retail in 20+ countries across six continents, the High Life barbershop channel domestically and internationally, and Amazon marketplace. Unit pricing sits in the $9–$11 range with promotional mechanics such as BOGO 50% off plus free shipping and a 10% first-order newsletter discount. The company is privately held with no external funding rounds disclosed, has 11–50 employees, and supports marketing through Facebook, TikTok, Instagram, Pinterest, email, and earned media placements including NYFW, the Emmy 2024 Gifting Suite, and Grammy Awards gift bags.

Name

Dax

Legal name

Imperial DAX Hair Care Inc.

Website

https://daxhaircare.com

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Dax (Imperial DAX Hair Care Inc.) is a privately held US manufacturer of hair and skin care products founded in 1954, selling pomades, waxes, gels, oils, and treatments under the DAX and High Life brands via DTC, global retail, and barbershops across 20+ countries.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Hair styling products
• Pomade manufacturing
• Hair care products
• Natural hair care
• Barbershop styling products

Headquarters

HQ city

Fairfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: DAX generates revenue through direct sales of hair and skin care products including pomades, waxes, gels, oils, styling treatments, and skin and scalp conditioners. Products are sold through their own e-commerce platform and through retail stores globally.
2. Retail Distribution: Products are distributed through drug, beauty and mass-merchant retail stores across 6 continents, making premium hair care products accessible worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Imperial DAX Hair Care Inc. manufactures, markets, and distributes a wide range of hair and skin care products including pomades, waxes, gels, oils, styling treatments, and skin and scalp conditioners. The portfolio spans the Original Tins collection, Water-Based Gels, Style & Condition treatments, the Natural Hair line (DAX Naturals), Multi-Use products, and the High Life premium sub-brand sold in barbershops. Products are made in the USA at the company's 45,000 sq ft Fairfield, NJ facility and are designed for all genders and hair types.

Product overview

DAX Hair Care is a hair and skin care brand that manufactures, markets, and distributes a wide variety of products including pomades, waxes, gels, oils, styling treatments, and skin and scalp conditioners. The product portfolio is organized into several collections: Original Tins (classic hair dressings), Water-Based Gels (flake-free styling gels), Style & Condition (pomades, pressing oils, and treatments), Natural Hair (products for curls, coils, and waves), Multi-Use (coconut oil and petroleum jelly), and High Life (premium sub-brand sold in barbershops). The core DAX line includes flagship products like DAX Hair Wax, DAX Hair Shaper, DAX Short and Neat, DAX Pomade, and DAX Braid Gel. The High Life premium sub-brand offers high-end wax pomades, beard cream, clay, paste, matte paste, cream-based, and water-based pomades primarily sold through barbershops. Products are suitable for all genders and hair types, targeting styles from spiking and slicking to moisturizing and wave creation.

Differentiator

Problem solved

Functional benefit

Brands

• High Life Pomades: An elite line of premium pomades sold in barbershops across the USA and around the world, featuring high-end wax pomades, beard cream, and various pomade formulas including clay, paste, matte paste, cream-based, and water-based options.

Products and services

• DAX Hair Wax A strong holding wax styling product with medium hold and medium shine, formulated with PEG-7 Glyceryl Cocoate for easier wash-out and softer hair. Designed for consumers with short or medium length hair seeking daily styling.
• DAX Hair Shaper A versatile hair cream paste providing medium hold for scrunching, molding, slicking, and styling. Contains glycerin for conditioning, mineral oil for moisture, and carnauba wax for shine; best for short to medium-length hair.
• DAX Short and Neat A light hair dress enriched with coconut oil, castor oil, and mineral oil to nourish hair and add high shine. Suitable for all hair types and short to medium length hair with light hold for spiking, sculpting, or molding.
• DAX Braid Gel A flake-free styling gel infused with Tea Tree Oil and Black Jamaican Castor Oil that provides strong, long-lasting hold while keeping hair soft, smooth, and nourished. Suitable for all hair textures, natural hair, weaves, wigs, or extensions; available in 4 oz and 7.5 oz sizes.
• DAX Original Tins Collection (Wave and Groom, Green & Gold, Neat Waves) Classic hair dressing products from the DAX Original Tins collection including Wave and Groom, Green & Gold, and Neat Waves. Used for achieving texture, control, polished finish, and neat wave styles.
• DAX Water-Based Gels Collection (Edge Pro Gel, Hair Gel) Water-based styling gels including DAX Edge Pro Gel and DAX Hair Gel, formulated for sleek, smooth edges and overall styling without flaking.
• DAX Style & Condition Collection (Pomade, Super Light Pomade, Beeswax, Black Beeswax, Super Lanolin, SuperGro, Indian Hemp, Hair Food Plus 4, Marcel Curling Wax, Pressing Oil, Kocatah) The Style & Condition collection includes DAX Pomade (with bergamot scent), Super Light Pomade, Beeswax, Black Beeswax, Super Lanolin, SuperGro (coconut-scented), Indian Hemp, Hair Food Plus 4, Marcel Curling Wax, Pressing Oil, and Kocatah. Together they provide hold, conditioning, moisturizing, dandruff prevention, hair growth support, and thermal protection across use cases.
• DAX Naturals Line (Protein Treatment, Styling Pomade, Combing Cream, Curling Cream) The DAX Naturals collection includes Protein Treatment, Styling Pomade, Combing Cream, and Curling Cream designed to enhance every curl, coil, and wave with hydration, definition, and frizz control for natural hair textures.
• DAX Multi-Use Collection (Coconut Oil, Petroleum Jelly) Multi-use products including DAX Coconut Oil for hydrating skin, nourishing hair, and soothing lips, and DAX Petroleum Jelly for skin hydration and hair care applications.
• High Life Pomades Premium Line The High Life premium collection includes Addicted to Pomade, Heavy, Light, Medium, Voodoo Brew, Voodoo Brew II, Voodoo Island, Cream Pomade, Water-Based Pomade, Hair Clay, Matte Paste, Paste, Beard Cream, and a Pomade Box Set. Sold primarily through barbershops in the USA and worldwide, targeting consumers seeking professional-grade styling and beard grooming products.

Quantifiable outcome

• Available in 20+ countries across 6 continents
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Murray's Hair Pomade: Murray's is a heritage pomade and hair dressing brand with similar product categories (pomades, waxes, oils) and a comparable long-standing mass-retail + barber channel model, making it DAX's closest direct competitor in core styling SKUs.
• Luster's Products: Luster's is a privately held, Black-owned, multi-generational hair care manufacturer with a comparable product range (pomades, hair foods, oils, scalp treatments) sold through beauty supply and mass channels, directly overlapping with DAX's core portfolio and target consumer.
• Layrite Pomade: Layrite is a premium barbershop-channel pomade and grooming brand that competes head-to-head with DAX's High Life line for shelf space and prestige within the same barbershop distribution channel.
• Reuzel: Reuzel is a barbershop-rooted men's grooming and pomade brand with strong international distribution that overlaps DAX High Life's positioning, premium price point, and barbershop go-to-market.

Broad incumbents

• SheaMoisture: SheaMoisture (Unilever) is the dominant player in the textured/natural hair category that DAX Naturals targets; it competes on the same shelves with vastly larger marketing and distribution resources.
• Carol's Daughter: Carol's Daughter (L'Oréal) is a heritage Black-founded natural hair care brand with a comparable founder-story and curl/texture product range, competing with DAX Naturals at premium beauty retail.
• Dark and Lovely: Dark and Lovely (L'Oréal) is a mass-market leader in styling, relaxers, and textured hair care with deep drug/mass retail penetration that directly overlaps DAX's core consumer base and distribution channels.
• Softsheen-Carson: Softsheen-Carson (L'Oréal) sells pomades, hair foods, and styling products targeting the same multicultural consumer as DAX, with similar drug/beauty supply distribution and a parallel heritage brand portfolio.
• Suave Professionals: Suave (Unilever) competes with DAX in mass-market hair styling at the value price point, with overlapping distribution in drug and mass channels and broader category scale advantages.

Emerging players

• Royal Crown Hairdressing: Royal Crown is a smaller heritage pomade brand with comparable barber-channel positioning and cult following, competing for the same professional stylist and pomade enthusiast customer as DAX High Life.

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DAXHairCare
• Instagraminstagram.com/daxhaircare
• TikToktiktok.com/@daxhaircare
• Pinterestpinterest.com/daxhaircare
• Xx.com/ImperialDax
• LinkedInlinkedin.com/company/dax-haircare

Revenue estimate

Valuation estimate

Number of profiles

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 Dax