Scrunchie is back

What Scrunchie is back does

Scrunchie is back is a Paris-based, founder-led artisan brand founded in 2018 by Marie that designs, produces, and sells handmade French hair accessories. The core offering centers on a catalog of 350+ limited-edition scrunchies (chouchous) made in Paris, supplemented by proprietary sub-brands including BICHOUS® (jewelry-hair accessory hybrids) and ELASTICHOUS® (high-extensibility elastic ties), as well as acetate barrettes, fabric bow clips, and adjustable headbands. Unit prices range from approximately €22 to €69, with gift cards offered from €20 to €200.

Production is anchored in a Montmartre workshop and partner artisan suppliers, including firms certified as Entreprises du Patrimoine Vivant (Living Heritage Companies). The brand uses surplus fabric from couture houses as a raw material input, supporting both an upcycling narrative and a luxury-adjacent positioning. Manufacturing and finishing rely on traditional French craft techniques rather than automated or digital production methods.

Commercial activity is dual-channel: direct-to-consumer via a Shopify-powered e-commerce site shipping worldwide, and curated physical retail presence in four premium Parisian department stores (Printemps Haussmann, Le Bon Marché, Samaritaine, Galeries Lafayette). Marketing is conducted primarily through organic social channels (Instagram, Facebook, Pinterest) plus an email newsletter. With 8 employees and no disclosed external funding, the company operates at micro-DTC scale, serving fashion-conscious women seeking durable, non-damaging, and uniquely designed hair accessories.

Name

Scrunchie is back

Legal name

Scrunchie

Website

https://scrunchie-is-back.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Scrunchie is back is a Paris-based, founder-led artisan brand founded in 2018 that designs, produces, and sells handmade French hair accessories—including 350+ limited-edition scrunchies, BICHOUS® jewelry hybrids, ELASTICHOUS® elastic ties, barrettes, headbands, and bow clips—directly to consumers worldwide via Shopify and through four premium Parisian department stores.

Ownership category

akta.pro rank

Product category

Hair Accessories

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hair Accessories (Headbands, Clips, Scrunchies) (CRAAAJAI)

akta.pro secondary industries

Hair Accessories (Clips, Bands, Headbands) (CRABAKAH), Hair Jewelry & Fashion Hair Accessories (Pins/Clips/Headbands) (CRAKABAF)

Keywords

• Handmade hair accessories
• French artisan scrunchies
• Fabric hair ties
• Acetate hair barrettes
• Jewelry hair accessories

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce sales: Direct online sales of hair accessories through the company's Shopify e-commerce platform. Products include scrunchies, BICHOUS®, ELASTICHOUS®, headbands, barrettes, and hair bows. Individual product purchases at fixed price points.
2. Gift cards: Digital gift cards sold in denominations from €20 to €200, valid for 1 year. Recipients can use code at checkout for purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Scrunchie is back designs, handcrafts, and sells handmade French hair accessories including fabric scrunchies (CHOUCHOUS), elastic hair ties (ELASTICHOUS®), pearl/bead jewelry-hair hybrids (BICHOUS®), acetate and decorative barrettes, fabric headbands, and bow clips. Products are produced in small batches using traditional artisan techniques, often incorporating surplus fabrics from couture houses, and are sold directly to consumers via the company's e-commerce site and select Parisian department stores.

Product overview

Scrunchie is back is a French handmade hair accessories brand offering a curated portfolio of products centered around hair accessories, primarily scrunchies and related hair adornments. The product line includes CHOUCHOUS (scrunchies) as the founding core product, ELASTICHOUS® (elastic hair ties with bold colors), BICHOUS® (pearl/jewel hair accessories worn as jewelry and hair ties), BARRETTES (acetate and decorative hair clips), BANDEAUX (headbands), and NOEUDS (fabric bow clips). Products are primarily made in France (Paris and Oyonnax) with some items from Italy, using quality materials including fabric offcuts from couture houses. A gift card program rounds out the offering.

Differentiator

Problem solved

Functional benefit

Brands

• BICHOUS®: Pearl and decorative hair accessories worn as bracelets or necklaces, combining jewelry and scrunchie functionality.
• ELASTICHOUS®

Products and services

• CHOUCHOUS (Scrunchies) Handmade-in-Paris fabric scrunchies (hair ties), the original product line created at company founding with over 350 models produced in limited editions. Made from high-quality elastic with premium finishes, often using offcuts from renowned fashion houses to reduce waste. Sold to individual consumers.
• ELASTICHOUS®

Quantifiable outcome

• 350+ scrunchie models developed in 6 years

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• French artisan workshops and supplierscoreImplementation/ SI/ Consulting PartnerPartnerships with French companies, some labeled as Entreprises du Patrimoine Vivant (Living Heritage Companies), which are guardians of precious craftsmanship perpetuating traditional techniques and supporting local territories. The company works with a production workshop in Montmartre, Paris.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Sézane: Sézane is a leading French premium DTC fashion brand with a small but growing accessories assortment. It targets the same French customer with the same 'Made in France' and artisan ethos, though it is geographically limited to French distribution.
• Maison Balzac: Maison Balzac is an Australian-based designer of home and lifestyle accessories, including select hair accessories. It shares the same artisanal, object-style positioning and premium gifting orientation but operates primarily in the Australian / APAC market.

Direct peers

• Emi Jay: Emi Jay is a California-based hair-accessory brand known for its Daisy scrunchies and silk pillowcases. It is a direct DTC peer with a comparable premium positioning and female Gen Z / millennial customer base.
• Kitsch: Kitsch is a DTC beauty and hair-accessory brand offering scrunchies, claw clips, and headbands. It is a relevant direct peer due to its similar product range, digital-first model, and broad price point coverage.
• L. Erickson USA: L. Erickson has been making headbands, scrunchies, and hair accessories for decades. Its wide assortment and premium positioning in department stores make it one of the closest category peers.
• Teleties: Teleties is a direct-to-consumer hair-tie brand built around spiral coil hair ties; it competes in the same premium hair-accessory category with a similar celebrity-driven marketing approach.
• Slip: Slip is the most recognized premium silk-scrunchie brand, founded by Rob and Fiona Power. It sells directly to consumers and in premium retailers, sharing the same target customer and positioning as Scrunchie is back.
• LELET NY: LELET NY is a New York jewelry-hair accessories brand by designer Leslie McDonald. Its hair-jewelry hybrids and luxury positioning are highly comparable to Scrunchie is back's BICHOUS® line.

Broad incumbents

• Free People: Free People operates a large DTC and physical-store fashion and accessories business with a strong boho-aesthetic headband and scrunchie category. It is a broad incumbent that sells comparable hair accessories to the same demographic.
• Sephora Collection: Sephora's private label offers hair accessories and styling tools across price points. As a broad incumbent, it competes for the same shelf space and consumer basket and can commoditize the category when it launches similar items.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/scrunchieisback
• Instagraminstagram.com/scrunchieisback
• Pinterestpinterest.fr/scrunchieisback
• LinkedInlinkedin.com/company/scrunchie-is-back

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Scrunchie is back