Beloved global hair conglomerate muk Haircare is achieving big things, with new product looks, updating campaigns and a flurry of activity that all stays true to the easily defined core muk values. We’re here for the muk update, not just in packaging and aesthetic, but in what the brand’s up to right now and how they’ve traversed the last few difficult years to come out stronger and more stylish than ever.
Sibling team and brand founders Janelle and Scott Reynolds sat down with us to give us all the intel, on where the brand’s been and where it’s soaring to even greater heights.
INSTYLE: What was the genesis of the repack initiative?
Janelle and Scott Reynolds: muk launched in 2006 with one product, the Hard muk Styling Mud, and since then we have developed a complete haircare and styling range. The success we had with our packaging was unbelievable and, during the last sixteen years since we launched, we have developed a professional colour portfolio and electrical range, offering salons and consumers a 360-degree approach to haircare. We are a one stop solution.
We always had it in our future to update the packaging, but we were so busy building the brand we didn’t have the time or resources. Over the last three years we have taken more time to work on the business, rather than just in it, and think about what the best path would be in the future. We knew the life cycle of the current packaging was coming to an end and hairdressers and consumers wanted something new and different from us. The question was how we could execute a repack without losing the core essence of the brand. From there we engaged our creative agency who worked on the original packaging to come to us with the solution.
IN: What are the main features of the repack?
J&SR: The Aluminium – it’s infinitely recyclable. The muk packaging choice of aluminium has kept products safe for use, as well as being ahead of its time as a recycling hero. As an infinitely recyclable packaging choice, it was a no brainer to stay with aluminium, we have just updated it to a brushed aluminium for a modern aesthetic and to suit the colour palette.
The colours are also a new feature. With so many customers recognising our products by colour, we’ve kept the colours but just given them an update. Instead of bright shades, we have now chosen pastel hues. The tubes have also been updated with a matte grey background and colour panel to complement the aluminium, so there is a cohesive element.
The product formulas are tried and true. There is no change to our formulas. It’s the same muk inside with a new look outside. The products remain PETA approved. As hopelessly devoted animal lovers, it has always been important that our products are not tested on animals. As our formulations are the same, there are definitely no changes there.
Our conditioners also have a new special feature. Many consumers find it really hard to read text on packaging, especially in the shower. How many times have you accidentally picked up a conditioner thinking it was shampoo? We have the ultimate solution now with our conditioners dressed with a half colour panel and shampoos with a full colour.
We have kept what customers love and given it an update.
IN: How does the repack complement Muk’s core values?
J&SR: Our one consistent message for everyone is that we tell it how it is – our products do what they say and say what they do. We kept it simple, our no fuss approach to haircare is a driver of our success. We have great formulas that work, with none of the jargon consumers find hard to understand and, in most cases, become confused about. We are real – we don’t over promise and under deliver. We faced challenges and were honest all the way with our team and suppliers. Our products are easy to understand and deliver results.
IN: How does the repack fit into muk’s direction more generally?
J&SR: When you’re a small family business, you do everything from product development to marketing and sales and, in the rush to get a product or range to market, you can lose cohesion between different ranges. The retail repack is the beginning of a focus on cohesion between our ranges so that the hairdresser and consumer can say easily “that’s a muk product”.
IN: What are other major things happening with muk right now?
J&SR: We would love to tell you everything! There are a lot of new things coming, with a raft of new products and campaigns keeping us all busy for at least the next two years!
IN: What are your future plans for muk?
J&SR: More of the things that have made us a success for over sixteen years. That’s a long time to be in business, it’s no fluke, so there’s no reason to make huge changes. Even though we have been around for sixteen years there is a feeling that we are entering an exciting new chapter for the brand, based on how many new and exciting things we have coming.
IN: How has the brand traversed COVID and had to respond to the pandemic?
J&SR: COVID was, and still is, a challenging time. Throughout the first few years we had to focus predominantly on day-to-day issues to ensure the business survived. There were difficult decisions, but we are proud of how we supported our team most importantly, and in fact we increased our staff numbers during the pandemic. The decisions we made meant we came out on top and have continued that trajectory by investing heavily in the repack and two major professional colour launches – muk Express Toners and M-Plex Powder Lightener. It wasn’t easy, but the commitment from our staff and their drive lessened the impact it could have had on the business. It has made us more excited for the future and for growing the brand.
IN: What do you notice about the hair industry now that is important for muk to cater to?
J&SR: The pandemic has caused a change in the delivery of services from the hairdresser to their customers. Salon owners are downsizing due to the cost of rent and availability of staff, so it’s vital that what we offer is what they really need and provides efficiencies in their day-to-day operations.
For more information visit www.mukhair.com