You won’t always have the biggest budget, the largest team, or the perfect set of circumstances. But creativity, persistence, and relationships can open doors that money can’t.
This Founder Friday, we sat down with Katherine Ruiz, the entrepreneur behind People Haircare, to discover how she transformed personal struggles into one of Australia’s fastest-scaling independent beauty brands.
In a beauty industry worth USD 1.3 billion in Australia and projected to grow significantly, Katherine Ruiz saw an opportunity that most established brands had overlooked. Her journey from personal hair insecurities to building a million-dollar supermarket success story reflects a broader transformation in how Australians discover and purchase beauty products.
“I’ve always cared deeply about my hair, it’s always been a big part of my identity,” Ruiz reflects. “But for a long time, I struggled with my own self-image. In my early twenties, I felt like the way I presented myself to the world was an act.”
Authentic beginnings
I wanted to debunk the stigma that you can’t buy quality haircare from the supermarket.
The genesis of People Haircare emerged from Ruiz’s personal transformation through her thirties. “I’ve really learned to love who I am and embracing my natural curls has been a part of that. My curls are now one of my favourite features; they make me feel confident and truly ‘me,'” she explains. “But that wasn’t always the case.”
A pivotal childhood memory shaped her entrepreneurial vision. “Growing up, I remember feeling embarrassed when my hairdresser would ask what shampoo and conditioner I was using. The truth was, I was using something from the supermarket because I couldn’t afford salon-quality products,” Ruiz recalls.
That feeling became the foundation of her business philosophy. “That feeling stuck with me, and it’s a big part of why I started People Haircare. I wanted to debunk the stigma that you can’t buy quality haircare from the supermarket.”
Founded in 2022, People Haircare has achieved remarkable growth, expanding to a 23-product range and delivering triple-digit revenue growth year-on-year. The brand now generates millions of dollars in revenue, with their All-in-one Treatment selling over 70,000 units and driving higher average earnings.
Supermarket strategy
Ruiz’s decision to launch directly into Coles proved transformative for the brand’s trajectory. “From day one, distribution was key. One of the most important choices I made early on was to launch directly into Coles. Being stocked in over 800 stores gave us immediate national reach and positioned us alongside the biggest names in the category,” she explains.
This strategy reflects a broader trend in the Australian beauty market, where independent brands like Gem, Daise and Soma are heading straight to supermarkets, bringing thoughtful, design-led products to the masses. Recent developments show supermarkets now stocking digitally native self-care products, with brands like Frank Body, Gem Oral Care, and MCo Beauty finding success in supermarket aisles.
“It meant we could compete at scale from the very beginning, while keeping the brand accessible to everyday shoppers,” Ruiz notes. This approach challenges traditional beauty distribution models, where premium brands typically establish themselves through specialist retailers before considering mass market expansion.
Breaking beauty barriers
The positioning strategy required careful balance. “From the outset, I wanted People Haircare to feel aspirational without being unattainable. That meant investing in high-performing formulas, beautiful design and inclusive brand messaging but keeping our price point where everyday customers could afford it,” Ruiz explains.
This philosophy directly addresses long-standing consumer perceptions. “Starting out, one of the biggest challenges was breaking into a crowded, highly competitive category. Haircare is saturated with legacy brands that have decades of consumer trust, large marketing budgets, and established shelf space,” she acknowledges.
The brand confronted another fundamental industry assumption. “Another major hurdle early on was shifting consumer perception. There’s a long-held belief that supermarket haircare isn’t high-performing. A core part of our brand purpose has been to prove that accessible, affordable products can deliver salon-worthy results.”
People Haircare’s comprehensive approach sets it apart in the marketplace. “We stand out by offering premium haircare that’s locally available, genuinely affordable and designed to cover every part of a person’s routine,” Ruiz explains. “At People Haircare, we’ve made it possible for customers to fulfil all their hair needs; wash, treat and style – in one place.”
Scaling with purpose
Start with a problem worth solving and know exactly who you’re solving it for
As the business evolved, Ruiz recognised emerging opportunities. After noticing their All-in-one Treatment driving higher average earnings, “they saw the real demand from customers looking for elevated treatment and styling solutions at accessible price points.” The brand now focuses on styling product innovation in a market segment relatively untouched on Australian supermarket shelves.
The company’s agility has proven crucial to its success. “As a small, independent brand, we’ve been able to move quickly and it’s this agility has helped us seize opportunities that bigger, slower-moving competitors often miss,” Ruiz observes.
Building authentic connections with customers became central to the brand’s growth strategy. “We’ve been intentional about how we show up through authentic content, relatable routines, and diverse representation. Whether it’s our social media, packaging or PR, everything ties back to our core message. That consistency has built trust and loyalty with our audience.”
The complexity of serving diverse hair needs presents ongoing challenges. “Haircare as an industry also has its own unique challenges, different hair types need different things, and there’s no one-size-fits-all solution. That makes formulation, education and representation essential,” Ruiz explains.
Her approach to relationship building reflects deeper business values. “I’ve also come to deeply value the importance of relationships. True partnerships aren’t transactional, they’re built on mutual respect and a shared goal,” she reflects. “I’ve seen first-hand the difference it makes when you take the time to really get to know the people you work with, learn what’s important to them, and personalise every interaction.”
For aspiring entrepreneurs, Ruiz emphasises clarity of purpose. “Start with a problem worth solving and know exactly who you’re solving it for. The clearer you are about the need you’re addressing, the easier it is to make decisions, stay focused and bring others on board with your vision.”
Her final advice reflects the resourcefulness that built her success: “You won’t always have the biggest budget, the largest team, or the perfect set of circumstances. But creativity, persistence, and relationships can open doors that money can’t. Leverage what you have, work with people who share your vision, and don’t underestimate the power of showing up, following through, and adding the small personal touches that make people remember you.”
In an industry where major companies like Procter & Gamble, Unilever, and L’Oréal dominate the Australian market expected to reach USD 1.78 billion by 2030, Katherine Ruiz has proven that independent brands can carve out significant market share by staying true to their founding principles while executing with strategic precision.
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