Aussie

What Aussie does

Aussie is a mass-market hair care brand wholly owned by Procter & Gamble as part of P&G Beauty, positioned with Australian-inspired imagery and PETA-certified cruelty-free formulations. The brand sells consumer hair care products — shampoos, conditioners, deep conditioners, treatments, styling products (mousses, gels, creams, sprays), hairsprays, and dry shampoos — organized into specialized collections targeting different hair types across the curl spectrum (Straight Type 1a-1c, Wavy Type 2a-2c, Curly Type 3a-4A, Coily Type 4a-4c), plus a dedicated kids line. Proprietary technologies are conventional cosmetic formulations: the 3 Minute Miracle deep-conditioning system (claims up to 90% less breakage versus non-conditioning treatments), the Ultra Wonder multi-treatment line with 48-hour bond protection and 24-hour moisturization using amino acids and conditioner-friendly conditioning bases, and Instant Freeze hold technology delivering 24-hour style lock across aerosol and non-aerosol formats. Core ingredients are commodity natural oils (avocado, coconut, macadamia, jojoba, hemp) with paraben-, sulfate-, and dye-free positioning. Products exclude parabens, sulfates, and dyes where applicable, and are cruelty-free certified by PETA.

The brand operates a horizontal segmentation strategy across hair types and benefits rather than focusing on a single persona, serving mainstream consumers — including a dedicated children segment — seeking affordable, inclusive hair care. Distribution is through mass-market retail channels (drugstores, mass retailers) and direct-to-consumer e-commerce via aussie.com, geographically scoped to the United States / North America. The marketing approach is content-led: organic social on Instagram (#AUSSomeHair), an educational content hub covering curl patterns, frizz control, heat protection, and ingredient benefits, and SEO-organized site navigation by hair type, product type, and benefit. A 2021 voluntary recall of aerosol dry shampoo and conditioner products manufactured between January 2019 and June 2021, triggered by unexpectedly detected benzene levels, was managed through a dedicated consumer care line without broader operational disruption; the brand remains in active operating status.

The revenue model is one-time consumer packaged goods sales across the product portfolio, with pricing positioned at affordable mass-market levels (pricing is not publicly disclosed on the brand website). All product development, marketing, and distribution is executed under P&G's corporate infrastructure; no separate legal entity, headcount, funding rounds, or independent financial disclosures exist for the Aussie brand alone. Australia is the brand's origin story, but the operating entity for the US business sits within Procter & Gamble.

Name

Aussie

Legal name

Aussie (Brand of Procter & Gamble)

Website

https://aussie.com

Company type

Private

Operating status

Operating

Short description

Aussie is a Procter & Gamble mass-market hair care brand selling cruelty-free shampoos, conditioners, treatments, stylers, and hairsprays across collections for straight, wavy, curly, coily, and kids' hair, distributed through US drugstores, mass retailers, and aussie.com.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

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

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Kids’ Haircare (CRABABAJ)

Keywords

• Hair care products
• Shampoo and conditioner
• Consumer packaged goods
• Personal care
• Hair styling treatments

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Hair Care Product Sales: Aussie generates revenue through the sale of consumer hair care products including shampoos, conditioners, deep treatments, hairsprays, styling products, and dry shampoos across multiple product collections targeting different hair types and concerns. Products are sold through mass-market retail channels and direct-to-consumer e-commerce.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Aussie manufactures and sells a portfolio of mass-market hair care products, including shampoos, conditioners, treatments, and styling products, organized into specialty collections for moisture, volume, curl definition, repair, and other targeted hair concerns. The brand also offers a dedicated children's hair care line, with all products formulated to be sulfate-free, paraben-free, and dye-free, and certified cruelty-free by PETA.

Product overview

Aussie is a hair care brand under Procter & Gamble offering a comprehensive portfolio of hair care products organized into multiple collections targeting different hair types and needs. The product lineup includes shampoo, conditioner, deep conditioner, hairspray, treatments, stylers (mousse, gel, creams), and dry shampoo. The brand organizes products into collections including Ultra Wonder (multi-benefit treatments), Miracle Moist (hydration), Miracle Volume (volumizing), Miracle Waves (wavy hair), Miracle Curls (curly hair), Miracle Coils (coily hair), Miracle Repairer (damage repair), 3 Minute Miracle (quick deep conditioning), Hair Insurance (leave-in care), Total Miracle (multi-benefit 7-in-1), Instant Freeze (strong hold styling), Mega (light flexible hold), and Sprunch (non-aerosol styling). Aussie Kids offers sulfate-free formulations for children's hair. All products are PETA certified cruelty-free, and many formulations exclude parabens, sulfates, and dyes.

Differentiator

Problem solved

Functional benefit

Brands

• Aussie Kids: Dedicated hair care product line for children featuring gentle formulas for curly and moist hair types.

Products and services

• Ultra Wonder collection Hair care collection within the Aussie portfolio sold to mass-market consumers.
• Miracle Moist collection Moisture-focused shampoo, conditioner, and treatment products targeting dry hair, sold to mass-market consumers.
• Miracle Volume collection Volume-enhancing hair care products for consumers seeking fuller-looking hair.
• Miracle Waves collection Hair care collection tailored for wavy hair types.
• Miracle Curls collection Hair care products formulated to define and nourish curly hair.
• Miracle Coils collection Hair care collection formulated for coily hair textures.
• Miracle Repairer Repair-focused hair treatment product targeting damaged hair.
• 3 Minute Miracle deep treatment Rapid deep-conditioning treatment designed for time-pressed consumers.
• Hair Insurance collection Protective hair care collection aimed at shielding hair from damage.
• Total Miracle collection Comprehensive multi-benefit hair care collection for mass-market consumers.
• Instant Freeze collection Hairspray and styling collection providing hold and finish.
• Mega collection Styling product collection offering maximum hold and volume effects.
• Sprunch collection Spray-and-crunch styling collection for textured, beachy looks.
• Aussie Kids collection Dedicated children's hair care line of shampoos, conditioners, and styling products formulated for kids' hair.

Quantifiable outcome

• Up to 90% less hair breakage with 3 Minute Miracle Moist deep conditioner vs. non-conditioning treatments
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Herbal Essences: P&G-owned sister brand targeting similar mass-market shampoo/conditioner territory with natural-ingredient positioning; overlaps with Aussie's collections and price points in drugstores and mass retailers.
• SheaMoisture: Unilever-owned textured-hair care brand with strong curl/coil community positioning; directly competes with Aussie Miracle Curls and Miracle Coils collections for textured-hair consumers.
• Garnier Fructis: L'Oréal mass-market shampoo/conditioner/styling line sold through the same drugstore and mass-retail footprint as Aussie; comparable on price point, ingredient messaging, and global brand scale.
• Cantu: Targeted textured-hair brand specializing in curly, coily, and protective styling care; competes specifically with Aussie's Miracle Curls/Coils lines in drugstore and mass channels.
• Pantene: P&G-owned mass-market hair care brand; direct competitor with similar mass distribution, shampoo/conditioner/styling portfolio, and target consumer. Most direct head-to-head peer given shared parent and channel strategy.
• Head & Shoulders: P&G's anti-dandruff mass-market hair care leader sold through the same retail channels and shelf placement; strong comparable on distribution scale and mass consumer targeting.
• Dove Hair Care: Unilever's mass-market hair care range leveraging the Dove equity; comparable on inclusive, gentle-formulation positioning and broad shampoo/conditioner/styling portfolio targeting similar consumers.
• TRESemmé: Unilever's mass-market hair care brand covering shampoo, conditioner, and styling; competes with Aussie on price tier and target consumer across the same retail channels.
• Suave: Unilever value-tier hair care brand competing at the affordable end of the same shelf as Aussie; similar mass-market distribution and product breadth in shampoo, conditioner, and styling.
• OGX: Mass-market hair care brand with salon-inspired, ingredient-led positioning (oils, botanicals); competes directly with Aussie's Miracle and Total Miracle collections on shelf in drugstores and mass channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/aussiehair
• Xx.com/AussieHair

Compliance1 record

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 Aussie