When it comes to TikTok beauty brands, they're increasingly becoming a dime a dozen. However, some really do take off and grow, earning rave reviews and record sales. Case in point: Hair Syrup, the brand which featured on Dragons' Den and has a legion of fans. But should you invest in the brand? Here's what you need to know, from a beauty editor who's not easily impressed.
Founder Lucie Macleod has been vocal about her journey with Hair Syrup. Started in her family home when she was at university, Macleod created a number of oils for hair health after struggling to find anything to fix her own heat and bleach-damaged hair. After initially selling on Etsy, Hair Syrup grew and grew, largely with the help of its viral social media status. Despite experiencing several setbacks, including rejection from the 'Dragons' on Dragons' Den, the success of the brand has catapulted, and its reputation as one of TikTok's biggest success stories often precedes it. The brand tells me Hair Syrup is now a top-three 'small and medium haircare' business on TikTok, with over 325k products sold on the platform alone.
With a predicted sales turnover of £6.5m in 2026, brand reps tell me global domination is next, with expansion plans for the US and Australia in the works. Hair Syrup was born from the idea that pre-wash hair oils were key to hair and scalp health. It's worth mentioning that hair oiling is a 5000-year-old tradition with Ayurvedic roots. The brand first launched with its pre-wash products, which are still its most popular today. These oils combine all-natural fruit, nut and plant oils such as sweet almond, orange and macadamia, and are designed to be massaged into the scalp and smoothed into hair when it's dry. Fans on social media and in online reviews have claimed in their thousands that Hair Syrup has been responsible for saving their damaged hair, helping it grow longer, and with increased fullness. However, because of my job as a beauty editor, I am sceptical. What I can say is that with continued use, I do believe these could contribute towards healthier strands on the whole. I did get a sense of instant gratification: my hair looked shinier and softer each time I used any of the oils, and the scents linger, which I found impressive.