Floriye had been in the beauty industry for 16 years and used to formulate her own skincare for her dad, who has psoriasis all over his body. She set out to create a new skincare line, brought in her business partner Rina, and as they discussed skincare they realised they also had hair care problems.
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The brand grew by build-up. First came the skincare-for-hair insight — treating hair and scalp like the skin on your face. Then Rina asked "how about people that can't read packaging," because their own mums couldn't read the bottle labels and didn't know which one was which in the shower. That added the Braille and the tactile lines-and-dots system, and then the sensory experience of scent and tone. Floriye describes the process like this: "you start your idea and then eventually something more and more gets added to it and then your brand comes to life."