Israeli Haircare Brand OLIÈRE PARIS Launches in Australia

Israeli haircare brand OLIÈRE PARIS, manufactured in Arad, has begun sales in Australia through the Hairhouse retail chain, a specialist in hair products. The products are sold with the "B'ezrat Hashem" (with God's help) inscription on the packaging but without the "Made in Israel" label. This is because the factory relocated production to Hungary to facilitate international sales and avoid boycott threats, although the containers are still produced in Israel.

The brand, which is only about two years old and already sold in 21 countries, will be available at over 100 Hairhouse locations across Australia. Hairhouse, founded by two brothers from Lebanon, is a major retailer of professional hair care products and styling services in Australia, combining extensive retail space with active salons and piercing services. They focus on premium mid-range brands.

Olière Paris founder Orr Lev-Har stated that the Australian market is significant and that the partnership with Hairhouse provides broad retail distribution and entry into the professional hair industry. He noted that OLIÈRE PARIS is positioned alongside major international brands like Kérastase and Dyson. Initial sales have exceeded expectations, with some products selling out within two weeks, necessitating urgent air freight shipments to meet demand.

Lev-Har explained that entering the Australian market was a year-long effort involving significant adjustments, including container size changes and extensive virtual meetings. He recounted an instance where Australian partners requested the removal of the "B'ezrat Hashem" inscription, but the company insisted on keeping it, believing it contributed to their sales. He views OLIÈRE PARIS as an international brand, similar to other global brands with multi-country manufacturing, emphasizing that its core development and Israeli origin remain central.

Looking ahead, OLIÈRE PARIS plans to launch a new line for hair extensions in Australia, which has generated significant international interest. The company also plans to introduce accessories like hair rollers, clips, and styling tools. Separately, the brand REDEFINE, also from the same parent company, is expanding its presence in Europe, with plans to launch its matcha series in France, Spain, and the UK, following successful sales in Costco Canada.