Israeli Hair Care Brand OLIÈRE PARIS Expands into Australian Market
Israeli hair care brand OLIÈRE PARIS has expanded into over 100 Hairhouse stores across Australia, projecting millions in annual sales despite high initial logistics costs.
Israeli hair care brand OLIÈRE PARIS, manufactured in Arad, has achieved a significant milestone by entering the Australian market through the professional hair retailer Hairhouse. The brand's products are now available in over 100 locations across Australia, marking a major expansion for the two-year-old brand that is already marketed in 21 countries.
The entry into Hairhouse—a major Australian retailer founded by two brothers from Lebanon—provides OLIÈRE PARIS with prominent storefront placement and access to a professional network that includes active salons. Or Lev Har, founder of OLIÈRE PARIS, which manufactures its products at the Sea of Spa factory in Arad, noted that the brand is positioned alongside global giants.
"They put us in the front of the store, and Australian prices are comparable to Israel—reaching up to 140 shekels for a 500 ml shampoo and 200 shekels for a smoothing mask—excluding launch discounts. We are projecting sales of millions of dollars a year," Lev Har said. He credited international trade VP Eliav Goali for months of intensive coordination, from adjusting bottle sizes from 500 ml to 400 ml to handling graphics and sales training.
Addressing supply chain adjustments, Lev Har explained that while bottles are still produced in Israel, part of the manufacturing process was adapted for international distribution. Despite initial discussions regarding the removal of traditional Hebrew inscriptions like "bs"d" (with God's help) from the packaging at the request of local distributors, the company insisted on keeping it, a decision Lev Har believes ultimately aided sales.
Demand in Australia has far exceeded expectations, resulting in 70% unexpected sell-outs shortly after launch. To prevent stock shortages while waiting for maritime shipments that take three to four months, the company has invested nearly 200,000 shekels in air freight shipments in partnership with the local client. While this impacts initial profitability, Lev Har emphasized that ensuring product availability during a launch is paramount.
Looking ahead, OLIÈRE PARIS plans to expand its product line with a new series dedicated to hair extensions, alongside hair accessories such as rollers, clips, and cosmetic bags. Meanwhile, the company's more accessible brand, REDEFINE, is nearing sell-out status in Costco Canada and is preparing for upcoming launches in Costco stores across France, Spain, and the UK.
