A Yorkshire entrepreneur who helped revolutionise the UK haircare industry with brands such as ghd, Davines and Tangle Teezer, has launched an award winning luxury British hair care range direct to consumers following its successful debut in salons last year.
Co-founder and director of THERAPI, Jim Wardle, along with his wife Katie, have developed the salon professional range with a total of 10 cleansers, conditioners and styling products after spotting a gap in the market for products that protect and enhance hair, but crucially have a reasonable price point.
The THERAPI range is one of eight brands distributed to salons across the UK from the company’s base at Thorp Arch in Wetherby, where it employs a team of 10. It is the first to be made readily accessible to the consumer market through the company’s newly launched THERAPI website.
Jim said: “Having worked for Wella, ghd and latterly Cloud Nine as the sales director responsible for introducing the hair iron brand to new UK and overseas markets, I decided seven years ago that I wanted to start my own business, and ultimately launch my own product range with colour lock technology, extreme heat and UV protection, anti-frizz and anti-breakage properties, that deliver the very best results.”
Having been so well received in salons across the UK, THERAPI showcased at Radio 1’s Big Weekend, where it was used to treat and style Ed Sheeran and Liam Payne. The company has also supported celebrity make-up artist Donna May Clitheroe at her London make up accessory launch and more recently showcased the products at a Manchester based event run by celebrity Jessica Cunningham.
Jim added: “We already knew how popular the range was with salon customers, but to see the overwhelming support for THERAPI at Radio 1’s Big Weekend was an incredibly rewarding moment for us. We have put our hearts and souls into this range and as a result of that soaring consumer demand, we have now made all the much-loved, award winning products available to buy direct online by investing heavily in a new website.
“We have found that customers are really receptive to the stand out features of THERAPI which include the UV and extreme heat protection of up to 250°C. The fact that our products use ethically sourced Baobab Oil which moisturises, strengthens, repairs and conditions and is free from parabens and sulphates is also really popular. The price points have hit the right note with buyers too and we are really excited to be selling direct to the consumer for the first time.”