About Aussie
Overview
Aussie is an American hair care brand best known for its shampoos, conditioners, deep treatments, styling products, and leave-in hair care. Despite its Australian-inspired name, kangaroo logo, and use of Australian botanical ingredients, the brand is not Australian-owned or manufactured exclusively in Australia. It is owned by Procter & Gamble, one of the world’s largest consumer goods companies. [1]
- Brand name: Aussie
- Industry: Personal care / Hair care
- Founded: 1979
- Founder: Thomas (Tom) Redmond
- Current owner: Procter & Gamble
- Headquarters: United States
- Product categories:
- Shampoo
- Conditioner
- Deep conditioners
- Hair masks
- Hair oils and serums
- Styling creams
- Gels
- Hairsprays
- Leave-in treatments
- Markets: Primarily the United States and the United Kingdom, with availability in several international markets. [2]
History
Aussie was founded in 1979 by American entrepreneur Tom Redmond, who had more than two decades of experience in the professional salon industry. During a visit to Australia, Redmond became interested in the country’s unique native plants and botanical ingredients, believing they could be used to create effective hair care products.
Inspired by Australian flora, he developed the brand’s first product, 3 Minute Miracle, a deep conditioning treatment designed to repair dry and damaged hair in just three minutes. The product became one of the brand’s signature items and remains among its best-known offerings today. [3]
In 1997, the brand was acquired by Bristol-Myers Squibb, and in 2003, ownership transferred to Procter & Gamble, which continues to manufacture and market the brand globally.
Brand Identity
Although the brand is marketed with strong Australian themes—including:
- A kangaroo logo
- Australian slang
- Purple packaging
- References to Australian botanicals
- Slogans such as “Add Some Roo to Your Do!”
Aussie is an American brand, and its products are generally manufactured in the United States and Europe rather than Australia. The brand is also relatively uncommon in Australia itself.
Ingredients and Philosophy
Aussie emphasizes the use of botanical-inspired ingredients associated with Australia. Different product lines may include ingredients such as:
- Australian Jojoba Oil
- Australian Sea Kelp
- Kakadu Plum
- Macadamia Nut Oil
- Eucalyptus
- Aloe Vera
- Avocado Oil
The brand focuses on providing affordable products that help address common hair concerns, including:
- Dryness
- Frizz
- Heat damage
- Color-treated hair
- Curl definition
- Moisture retention
- Shine enhancement
Formulations vary by product and region.
Popular Products
Some of Aussie’s best-known products include:
- 3 Minute Miracle Moist Deep Conditioner
- Miracle Moist Shampoo
- Miracle Moist Conditioner
- Total Miracle Collection
- Miracle Curls Collection
- Miracle Repairer Leave-In Conditioner
- Instant Freeze Hair Gel
- Mega Hair Spray
- Miracle Coils Collection (selected markets)
The 3 Minute Miracle conditioning treatment remains the brand’s flagship product and is one of its most recognizable offerings.
Target Audience
Aussie products are designed for a wide range of hair types, including:
- Straight hair
- Wavy hair
- Curly hair
- Coily hair
The brand positions itself as an accessible, budget-friendly option for consumers seeking effective everyday hair care without salon-level pricing.
Sustainability
In recent years, Aussie has introduced initiatives such as:
- Recyclable packaging in selected product lines
- Cruelty-free formulations where applicable
- Increased use of recycled plastics in packaging
Specific sustainability practices may differ by market and product line.
Marketing
Aussie is known for its lighthearted advertising style, featuring:
- Australian-themed humor
- Informal language
- Bright purple branding
- The iconic kangaroo mascot
Its marketing emphasizes quick, easy hair care solutions with a playful personality.
Legacy
For more than four decades, Aussie has remained a recognizable name in mass-market hair care. While often associated with Australia because of its branding and botanical inspiration, it is fundamentally an American brand. Its affordable pricing, memorable identity, and enduring success of products like 3 Minute Miracle have helped maintain its popularity in supermarkets, pharmacies, and beauty retailers worldwide. [4]
