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2 December, 2018 - 22:09 By Kate Sweeney

Peterborough vegan haircare brand heads across the world

Peterborough vegan haircare brand My. Haircare has experienced a year of international growth with support from the Department of International Trade.

The business was founded by entrepreneurs Denis Kovalyov and Rob Forgione in 2016 after they spotted a gap in the market for vegan, ‘free from’ hair colour enhancement via a simple shampoo procedure as one would normally shampoo hair.

The couple appeared on Dragon’s Den earlier this year and walked away with £80,000 investment from dragon Taj Lalvani. My. Haircare also attended Cosmoprof 2018 in Las Vegas with support from DIT where it secured a new range of global distributors.

Exports now make up 50 per cent of total sales and the brand can be found in 12 countries across Europe, Asia, the Middle East and Australia.

Rob Forgione said: “This year has been huge for us as a business. We’ve gone from being a small startup to a global brand. 

“We knew that the US was a key target market for us as there is growing demand for high quality, cruelty-free beauty products in the country, and teaming up with DIT helped us to tap into this.

“We were also introduced to a Digital Trade Adviser who helped us to improve our online export strategy and boost online sales through retailers like Sephora in South East Asia.

“If we can have success and see our products on shelves in Australia, Singapore and the US, so can other East of England beauty brands.”

• PHOTOGRAPH SHOWS: Rob Forgione and Denis Kovalyov, founders of haircare brand – My. Healthcare

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