From a single styling product to global salon success, muk Haircare siblings Scott Reynolds and Janelle King share with Estetica Export how authenticity, humour, and a no-nonsense approach helped turn their vision into one of the most respected names in the business. From navigating the challenges of COVID-19 to rethinking distribution models and embracing brushed aluminium for sustainability, their journey is as unfiltered as the brand itself.
How did muk Haircare begin, and when did you realise it was becoming something big?
We started in 2006 with one product—the Hard muk Styling Mud. At the time, we weren’t even focused on haircare. We were actually producing styling tools like hairdryers and irons. But on a sourcing trip, we stumbled across this incredible styling formula. I had hair back then (says Scott), so I could test it myself, and I was sold. It felt muddy, mucky—hence the name “muk.” Fast forward ten years, and we launched colour in 2016. That’s when we really became a full-service salon brand. It took five years to develop our colour range, but the uptake was immediate when it launched. Salons already trusted the brand.
You both seem to inject a lot of humour into the brand. How intentional is that?
We’ve always had a cheeky side. In the early days, we were very naughty—our first taglines were things like “Do you want a muk?” That tone helped us stand out and build brand recognition. Over time, we’ve toned it down a bit, but the personality is still there. Humour is part of our DNA—it reflects who we are and how we do business. We don’t take ourselves too seriously, and we think that resonates with people. It’s about being human and relatable, not polished and corporate.
How has muk adapted to industry changes, especially during and after COVID-19?
COVID changed everything. One of the biggest shifts was our investment in online education. We built a full platform for salons to access tutorials, technical support, and creative content. That initiative hasn’t stopped—it’s now one of our strongest assets, with over 50,000 registered users globally.
Your brand is known for being straight-talking and approachable. How does that shape your product development process?
We’ve always said: no rock stars, no bullshit. That applies to our products, too. We don’t launch anything unless it’s genuinely useful and high-quality. We take our time—sometimes years—to develop something right. Most of our ideas come straight from the salons. We ask them what they need, what’s missing. Then we work closely with a tight network of brilliant suppliers to bring it to life. We’re not a big corporation with lab coats and R&D departments—we’re a family business that listens.
You recently updated your packaging to brushed aluminium and pastel tones. What drove that decision?
We were sustainable before it was trendy. Initially, we thought of switching to plastic, but aluminium had become so tied to our identity. No one else was really using it. Keeping it felt authentic, and it aligned with the global move toward sustainability. Yes, it’s more expensive than plastic, but it’s also 100% recyclable. Same goes for our colour boxes and tubes—they’re made from recycled and recyclable materials. We’ve even reduced soft plastics in shipping. It’s not perfect, but we’re constantly improving.
You called muk a “turnkey brand”—what do you mean by that?
It means everything is ready to go. If you’re a distributor or a salon, you don’t need to cobble things together from different brands. We’ve got it all—colour, care, electrical tools, treatments. We even have plug-and-play marketing, education, and social assets. So if someone partners with us, they get a complete ecosystem. That makes onboarding fast and seamless, and helps maintain brand integrity across borders.
You’ve embraced direct-to-consumer sales, which can be controversial in the pro world. What’s your stance?
It’s a tricky balance. Hairdressers understandably worry about losing revenue, but the retail landscape has changed, and if we don’t manage our brand online, someone else will. That said, we’ve never abandoned salons. Our focus has shifted to enhancing their service offering. For example, we launched a bond regeneration system exclusively in-salon—it can’t be done at home. So yes, we’re online, but we’re also giving salons tools to boost revenue and build loyalty. It’s about mutual respect and long-term relationships.
What’s next for muk?
Europe and South America are our next big targets. We already have a bit of presence in Peru and South Africa, but Brazil’s a huge opportunity. Closer to home, we’re also eyeing more growth in Southeast Asia.
