Floriye and Rina contacted celebrity hairstylists on Instagram or messaged their agencies, sending an authentic message about who they are and what their brand is. Lindsay Lohan gave them her personal number to ship out her products, and the brand has been used by Dua Lipa and Nicole Kidman too.
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The tactic was to find a celebrity's tagged stylist, go to the stylist's page, DM them or find their email, and send product — if the hairstylist (the professional who knows what's good for the hair) likes it, they'll use it on their celebrity. Some celebrities posted about it and some didn't, which Floriye says is fine. She frames it as just being authentic: writing a nice message talking about who you are and what your brand is, and not expecting those opportunities to come.