Emma Mackenzie, a stay-at-home mum from Brisbane, has launched her MIMI Haircare For Kids brand in Coles supermarkets nationwide this month. The brand is now available in over 2,000 stores across Australia and New Zealand, including Chemist Warehouse, BIG W, and Coles.
Mackenzie founded the brand in 2022 after struggling with bath-time battles with her own children. She developed a gentle, plant-based range to avoid harsh chemicals found in adult products, which she says irritated children's eyes and scalps. The products are specifically formulated for children aged 2–12, taking into account that children's scalps are thinner and more sensitive than adults'.
Within six months of launching, MIMI became the fastest-selling kids' haircare brand in Chemist Warehouse. It now holds the top shampoo and conditioner rankings in BIG W and ranks in the top 25 of all haircare products in Chemist Warehouse. In 2025, the brand achieved 688% growth across retail and e-commerce, becoming a seven-figure business.
Mackenzie appeared on Shark Tank Australia, securing a $300,000 investment from Davie Fogarty, founder of The Oodie. Under his guidance, online sales grew 334% in the past 12 months. The business now has a balanced 50/50 split between retail and e-commerce.
The national Coles rollout marks the next phase of growth, bringing the brand into mainstream grocery. Mackenzie said she is proud to partner with Coles as the exclusive Australian grocery retailer, adding that the brand aims to lead the market and outperform multinational competitors.
