Valanolia targets Asia hair care market with upcycled antioxidant rich olive oil-infused formulas

Established in 1972, Valanolia claims to be one of Australia’s oldest olive farms and one of the few farms globally to harvest extra virgin olive oil from a particular genus of olive trees native to the Greek island of Lesbos.

The farm ventured into the beauty and personal care category in 2023, seeing an opportunity to “challenge industry norms” with its sustainable approach to clean farming and waste minimisation.

In particular, the firm sees major opportunity in the hair care category, which has seen a boom in demand for more sophisticated hair solutions thanks to the skinification trend.

“We were in development for four to five years and were delayed because of COVID-19. We believe there’s a lot of potential in the hair care category. Just looking online, you will see that many people turn to olive oil when they have dry hair. So, we thought to develop a product with all the great benefits of olive oil but is much easier and convenient to use,” said Wu Wenbo, managing director of Valanolia.

The company launched two hair care products, Extra Virgin Olive Oil Shampoo and Extra Virgin Olive Oil Conditioner.​

Each bottle contains 360 cold pressed olives that have been extracted using proprietary centrifugal force technology.

The products were developed in collaboration with a Chinese university and tested on Asian hair.

“Our final goal is to expand overseas and mainly we are looking at Asia, because we think tapping into the Asian channels are easier. Also, when we developed the product, it was tested on [Asian hair],” said Wu.

According to market intelligence firm Mintel, 94% of urban Chinese consumers think hair care is just as important as skin care.

There is also greater emphasis on scalp health, with 74% of Indian consumers reporting scalp concerns, while 55% of Thai consumers are concerned about dandruff.

While Wu acknowledged that the hair care market is currently very competitive, he believes its products can solve the major concerns plaguing Asian hair care consumers.

“Olive oil has several antioxidants – polypheonols, squalene – It’s an anti-flammatory so it can even help with things like scalp inflammation,” said Wu.

According to the firm, each bottle contains a blend of bioactive nutrients, including vitamins A, D, E, and K, to nourish and balance the scalp, neutralise free radicals, calm dermatological irritations, and increase blood flow.

Clean and green hair care

The product range also taps into the rising interest in environmentally friendly beauty solutions and upcycled ingredients.

The products are made with repurposed olives which have been deemed unsuitable for human consumption, said the firm.

It also utilises the fruit’s leaves, stones, and other by-products as a natural alternative to synthetic pesticides and fertilisers.

Its operations are powered by renewable solar energy and the farm also employs a drip irrigation system to conserve water, minimise waste, and nourish its olive trees directly at the roots.

Moving forward, the company will look to extending its hair care line and develop products in the body care category.

Wu said: “You will see olive oil in facial care products, but not a lot in hair, scalp and body care. We’re seeing the demand among consumers in areas like scalp and body care. We’re looking at products such as hand creams and body scrubs. Once we have a stronger R&D team, maybe we will start on skin care.”