‘Perfect match’: Oribe targeting ‘major gap’ in SEA luxury hair care segment

Oribe was founded in 2008 by Cuban-American celebrity hairstylist Oribe Canales. The brand is widely considered the pioneer of the ultra-luxe hair care category.

In 2018, Oribe Hair Care was acquired by Japanese cosmetics conglomerate Kao Corporation for an undisclosed amount, opening up opportunities for the brand in the APAC region.

As of today, the company has launched Oribe in Hong Kong and Taiwan.

The brand made its SEA debut in Singapore through premium hair salons such as Kim Robinson and Chezvous.

According to Kao, the SEA region will be a focus for the brand moving forward.

“The SEA region is a focus for us as there is a major gap for luxury hair care in these markets. This market is sophisticated and has a discerning customer base who understands what luxury is and will understand Oribe,”​ said Tony Ong, regional general manager (ASEAN) and VP (Singapore) Kao salon division.

For Singapore in particular, Kao is aiming to tap into the premium hair salon channel, where it believes Oribe has little competition.

“There is an incredible opportunity here as there is limited distribution among the elite salon community and a demand that no other brand is fulfilling. We feel that the Oribe products and the elite salon community of Singapore are a perfect match,” ​said Ong.

Ong noted that Oribe would resonate with consumers in SEA as its products are suited for all hair types and has targeted solutions for the discerning consumer.

“There is a demand for products that are lightweight, clarifying, volume-boosting and protect against environmental pollution such as dryness and fading caused by UV rays, thermal damage and heat protection up to 450 degrees.”​

With more interest in health and wellness, the company expects to see more demand for hair and scalp health products.

“Scalp health is a growing concern among today's consumers, Oribe developed a holistic approach for treating issues such as hair loss by damage, hair thinning and dry scalp. Inspired by skincare technology, the Serene Scalp Collection provides a step-by-step hair regimen that includes a cleanser, moisturiser, exfoliator and targeted treatments for overall hair health.”​

Oribe potential in Asia

Ong told CosmeticssDesign-Asia ​that the firm was looking to further expand the brand’s footprint in the market through retail.

At the same time, it will continue to launch new products to meet the needs of this market and offer more categories such as fine fragrances.

Additionally, the brand will focus on growing its omnichannel distribution as it enters new markets.

“The way consumers want to shop is evolving too, so understanding how to bring a seamless omnichannel experience to the consumer will be a focus for the brand and our partners as well,” ​said Ong.

Moving forward, Oribe is looking to expand its footprint globally and is scheduled to launch in Japan in 2021.

“We believe there is a tremendous opportunity for the brand and the category throughout the Asian markets and this will definitely be a focus for us as we continue to expand with the right partners,” ​said Ong.

According to a recent report by GlobalData, APAC is set to become the largest hair care market globally, as it is expected to reach USD38.4bn in 2024.

Ong concluded: “We are optimistic about our continued growth and future market position and will continue to stay true to our customers by focusing on our shared values, purpose and belief in the brand.”​