Loma Hair Care, the hair care brand started by two brothers, started with their own home-grown hair.
The brothers have created a line of affordable hair products, which have sold out of the company’s traditional products at wholesale prices and have earned Loma the nickname “The Hair of Tomorrow.”
But it seems like their hair products aren’t all about the hair.
“We want to create products that are as healthy as possible,” says Jurgen Böhme, CEO of Loma.
Loma’s products come in three different types of shampoos, and each comes with a special ingredient.
In addition to a regular shampoo, the company also sells a shampoo that is specially formulated for people who have dry hair.
It contains antioxidants that fight free radicals and helps with skin health.
Lola has also launched a line with a new innovation: the ‘Hair of Tomorrow’ brush, which is designed to brush out unwanted hair and hair products in seconds.
The Hair of Today brush is made from organic natural ingredients like coconut oil, rice flour and hemp oil.
“When we think of hair care products, we think about what we want,” says Böhm.
“But when we think in terms of the hair, we can’t imagine what kind of products we want.”
The Hair Of Tomorrow brush is the result of two years of research and testing.
The founders decided to focus on developing the ‘Beauty’ brand, and that was their focus.
“The Beauty brand has been around for many years, but we didn’t want to put too much emphasis on the ‘beauty’ of hair,” says Kiki.
“What we wanted to do was create a brand that was more of a beauty brand, a personal brand, that’s about the product itself.”
Lola is a family business.
Kiki, the daughter of an executive, says she started the company when she was 17.
The family owns the business, and Kiki says her father has always been a fan of beauty.
“I’m really proud of him and he’s always been supportive,” she says.
The two started with a single product called the ‘Bucket of Hair’ that was launched in 2017.
The product was a combination of five different types and it was the first product that they launched.
The “Bucket” was a one-time product.
“A lot of times, people ask me, ‘why didn’t you just go for a three-day bucket?’
I say, ‘because I don’t want you to have to wait for another bucket,'” Kiki explains.
“It’s a long-lasting product.”
The next product was the ‘Razor of the Day,’ which was launched a few months later.
“At the end of a year, we made a big batch of a lot of different products,” says Torell, Lola’s CEO.
The company began by adding a new ingredient: rice flour.
The name of the brand refers to the fact that rice flour is an important part of Lola products.
“Our ingredients come from the rice fields of South Africa,” says Lola.
“As a farmer, I want to make my rice flour taste good.”
The product is one of Lomas top-selling products, and the family is constantly testing the ingredient in the brand to find out if it’s safe and effective.
“To be honest, we don’t know if rice flour has any health risks, but as a family, we do know that it’s good for our hair,” Torels father says.
“If we do find that rice flours has any adverse effects on our hair, then we will discontinue it.”
So far, Loma has sold over 10 million products, but the family says they plan to launch more products and products that have a different ingredient list in the future.
“For now, we’re really focused on the Beauty brand,” says Mihaela, the CEO.
“Loma is a brand for people that love the beauty of their hair and want to experience that beauty.
We’re really excited about the Beauty and the Bamboo brand.”