Indie Hair-care Brand Gisou Makes Strides in U.S. Market With Sephora

LONDON — Gisou, the honeybee-based hair-care brand founded by influencer Negin Mirsalehi, is fast making inroads in the U.S., already its largest market, due to a new distribution exclusive with Sephora.

“This is very important, very exciting and a big step for us, especially because we didn’t really have a retail strategy. It was born out of good conversations with Sephora: They are very excited, they understood the brand, and they are very passionate about what we do,” said Mirsalehi, adding that she and Stibbe “spent 24/7 working on the Sephora project” during lockdown.At the same time, they were also busy fulfilling online orders from customers living and working from home.

He said one of the big reasons they decided on Sephora “was that they showed us how they are able to deal with younger, more niche brands in the industry. This really convinced us they were the right party, and it means that our growth will be going so much faster.” Over the past few years, she added, Sephora had seen an increase in the “care” element of hair care, with clients conscious of ingredients that promote hair health.

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