If you’ve spent any time in the beauty corners of TikTok this year, you already know the name Hairification – even if you can’t quite place why. The Australian hair care creators have built a reputation almost entirely off the back of one product: a $25 dry shampoo that beauty editors and reviewers keep comparing, unprompted, to K18’s cult $85 AirWash.
Now Hairification is cashing in on that reputation with its biggest launch yet: 14 new drops across five ranges, landing at Priceline Pharmacy and Coles.
And after it turned its $25 dry shampoo into a viral sensation, the brand is ready to prove it’s more than a one-hit wonder by building out the rest of your hair care routine
To start, the DryWash itself gets two new scents, Tropical Vacay and Electric Nights, joining the Santal shade that started the whole conversation.
But, the bigger news is everything built around it: a Magic Root Concealer ($18) that sprays away greys and regrowth in three seconds across seven shades, a Heat Halo protectant ($25) claiming to shield hair up to 230°C while it repairs, and a two-piece Smooth Operator range – a Flyaway Fix Stick and a high-gloss Wax Stick, both $25 – built to tame chaos without the crunch.
Every product leans on the same H24 Complex tech that made the dry shampoo a TikTok fixture in the first place, which is either a smart bit of brand consistency or a slightly obvious play, depending on how cynical you’re feeling.
Founder Jordan Mylius frames it as the natural next step for a brand that started in 2023 trying to close the gap between shampoo and science, and is now building out the full toolkit rather than living off one hero product forever.
Whether the “dupe” reputation survives the jump from dry shampoo to root concealer and wax stick remains to be seen – not every category has a beloved $85 benchmark to be measured against. But if Hairification’s track record holds, the internet will have an opinion within the month. And it probably won’t be subtle about it. So watch you FYP for updates.
