Fearless SELF-EXPRESSION

Stephen MacDonough, OSMO Managing Director, celebrates 25 years of the brand

► How did your journey in the hair industry start?

Hairdressing is in my blood. My father, grandfather and great-grandfather were all master barbers. Growing up, I would help out in my father’s shop and watch him work. I found his ability to help his clients not only look good, but feel good, inspiring.

► How did OSMO begin?

It all started in 2000 with two game-changing products - Aqua Wax and Wax Pomade. At a time when heavy gels dominated, we disrupted the industry with dry-textured waxes that redefined styling. OSMO was launched in Berlin at the World Hairdressing Championships in 2000 and took centre stage at Cosmoprof in 2001; after which distributors were appointed across Europe. Over the years, we expanded into cleansing, conditioning, and styling solutions for every hair type. In 2008, we launched permanent colour line OSMO IKON. Today OSMO has become a globally recognised brand distributed in 67 countries. But what many people might not realise is that most OSMO products are made in our production facility in Glasgow. As a British-born brand, keeping production local allows us to draw on manufacturing expertise, maintain quality control, and to support the local economy.

► Why rebrand now?

As we celebrate 25 years, OSMO continues to create, innovate and dominate. The next generation of game-changing products is already on the horizon. The design of the brand has been updated to give a fresh and modern feel; we’ve got a new colour palette, new premium-feel bottles and multi-lingual labelling. We’ll continue to offer our iconic products, with innovation front and foremost in our strategy. We are also launching new lines such as Guardian Angel, Pink Soda Shampoo & Conditioning Mask, and Glass Fluid.

► Describe the rebrand in three words?

Empowering. Disruptive. Creative.

► What has changed over the past 25 years in hair?

Today’s clients are looking for fast results and instant gratification in both salon services and homecare. At the same time, they’re more informed than ever. Clients have become discerning about what they use. Hair professionals are, rightly so, demanding more from their products, not just speed and quality, but also tailored results. The demand for customisable solutions has pushed innovation forward.

► Which category has seen the biggest innovation?

Probably care and styling. There are so many options now in the market for every hair type. As we manufacture our own products, we’re able to listen to ambassadors and customers, then adapt and develop products that are genuinely wanted.

► Why is self-expression such a focus for OSMO?

Our rebrand represents a new beginning for OSMO, introducing an era of personalised, innovative haircare. This comes with a fresh focus on helping customers to achieve their best hair yet, where every product, range, and treatment is part of a personalised journey.

► Tell us about your journey into Ireland?

We launched OSMO in Ireland through one wholesaler, which gave us a solid foundation and strong visibility with Irish professionals.

In 2021, we expanded our reach through local independent distributors, making the brand even more accessible to Irish salons.

► What's next?

OSMO continues to create, innovate, and educate. In the last few years, we’ve continued to expand the OSMO portfolio across the globe. We promise to continue formulating products that let stylists and barbers grow in creativity and confidence.

► How are you celebrating?

Reaching 25 years wouldn’t be possible without the people or the professionals behind the brand. Senior Brand Manager Sinead McLaughlin has shaped OSMO’s identity for over 15 years, Global Head of Sales Andy Angus brings salon-first thinking to everything we do, while Lesley Stitt leads our education with passion and purpose. Our international reach, thanks to Mitch Hewitt and Nicholas Brignall, ensures stylists around the world can access the brand. As a family-run British business, we’re grateful for every stylist who’s chosen OSMO and proud of the team who continue to make it happen.

Head to www.osmohair.co.uk and page 55 to see the new OSMO look.