Established in 2019 by Rebecca Cathline and Didier Derozin, the in&out natural haircare label, centered on textured hair, is currently stocked in close to 300 retail locations across France — with ambitions to escalate that figure by the close of 2025. The brand is also eyeing broader European reach, starting with the UK market — a calculated step, given the considerable surge occurring in the textured hair sector there.
The two partners have been examining the textured hair landscape for almost a decade. Prior to introducing In Haircare, they conceived the Ma Coiffeuse Afro application — a still-functional platform for scheduling in-home hairstyling sessions. A questionnaire dispatched to users to gain deeper insight into their requirements uncovered a crucial piece of information: 41% indicated they were encountering concerns related to hair development or impairment.
The concept achieved quick approval, laying the foundation for the debut of In Haircare’s inaugural offering: Pousse & Volume, a dietary aid designed to bolster hair growth and volume, available as both capsules and chewable gummies.
“We dedicated ourselves to perfecting the formulation, aiming for it to be both natural and potent, incorporating dynamic elements recognized for fostering hair elongation and reinforcement, such as ginseng, zinc, horsetail, rosemary, nettle, among others,” elucidates Rebecca Cathline, the brand cofounder.
In 2024, In Haircare released its initial range of topical solutions, enlarging its selection to 12 distinct items, with plans to augment this to 15 imminently. The Milk In curl-enhancing remedy has swiftly risen to the status of a top-selling product, sharing honors with the brand’s pair of nutritional supplements — achieving a rate of one item purchased every 28 seconds, according to internal figures.
Setting sail for the United Kingdom
In Haircare demonstrated 30% expansion during 2024 and foresees a leap of approximately 80% in 2025. Since the month of May, the label has been procurable via Mademoiselle Bio, La Belle Boucle, Nuoo, together with numerous French pharmacies — notably significant Parisian establishments like City Pharma (rue du Four), Pharmacie Carré Opéra, and Pharmacie du Forum des Halles.
A digitally attuned entity, In Haircare secures 50% of its earnings via online sales, utilizing its own site, the e-commerce arms of its retail associates, plus platforms like nocibe.fr, blissim.fr, and helssyhair.com.
For the moment, the brand’s European expansion project is still nascent — encompassing one retail outlet in Germany, a duo in Belgium, and a trio in Switzerland — though, as the originator asserts, “all indications suggest favorable conditions” for a fruitful penetration of the UK marketplace.
Last June, In Haircare participated for the first occasion in the ’French Beauty Experience,’ an initiative presented by Business France in the city of London. The label impressed both distributors and industry experts owing to the superior quality of its compositions, the meticulous design of its packaging, as well as a moniker that resonates naturally in English. It also garnered a pair of accolades: one recognizing excellence in Digital Communication, and a second designating it as the “Most Relevant French Brand for the British Market.”
This insight signifies robust prospective advancement. It likewise conveys a compelling message in a nation where the textured hair segment exhibits notable vigor. “Our exchanges with multiple distributors are already quite developed,” states Rebecca Cathline.
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