Introduction: Hair Syrup, founded by Lucie Macleod while at university, transformed a small Etsy startup into one of TikTok’s most talked-about haircare brands. Rejected on Dragons’ Den, the company instead rode social media virality to rapid commercial growth and is positioning itself for international expansion.
Founding and growth: Macleod developed pre-wash oils to treat heat- and bleach-damaged hair and initially sold products via Etsy. TikTok exposure fuelled a surge in demand: the brand reports over 325,000 products sold on the platform and follower growth from roughly 300,000 to over 400,000 in six months. Certain items saw as much as 700% sales growth on TikTok Shop, and the company projects a turnover of about £6.5m in 2026, with plans to enter the US and Australian markets.
Products and ingredients: Hair Syrup’s core range comprises pre-wash oils (best-sellers include Rapunzel, Grows‑Mary and Vitamin C Me) formulated from natural oils such as sweet almond, orange and macadamia. Intended as a scalp and strand treatment applied one to four hours before shampooing, the range has expanded into leave-in oils, cream treatments and accessories.
Context and tradition: The brand’s positioning taps into an ancient practice — hair oiling with Ayurvedic roots — reframed for modern audiences. Its success exemplifies how social platforms can amplify niche, heritage-inspired rituals into mainstream trends.
Editorial assessment: A Marie Claire tester noted immediate improvements in shine and softness and praised lingering scents, while cautioning that the Rapunzel formula may slightly affect vibrancy in bleached blonde hair. The reviewer remained sceptical that topical oils accelerate biological hair growth, but acknowledged reduced breakage and improved hair health with sustained use.
Availability and outlook: Hair Syrup sells direct-to-consumer and through retailers such as Boots and Beauty Bay. Backed by strong social proof and rapid online traction, the brand faces the challenge of scaling inventory, maintaining quality and translating viral momentum into lasting international retail success.