Hairfix was established under LifeStrong Marketing Inc., a Filipino-owned enterprise engaged in the distribution and marketing of personal care products. According to the brand, LifeStrong was founded in 2008 by Lance Lee and Margaret Lee with the objective of developing local consumer brands that address the health, beauty, and wellness needs of Filipinos.2

By 2022, Hairfix had been operating for approximately eight years, indicating that the brand was established around 2014. Its development focused on making hair colouring and other hair care routines more convenient, affordable, and accessible for home users.3

A defining characteristic of Hairfix’s early identity was its utilisation of small, travel-friendly formats, including hair colour and treatment products designed specifically for DIY application. The company described Hairfix as a brand intended to allow users to “fix” their hair conveniently at home.4

The brand subsequently expanded beyond hair colouring into a broader hair care portfolio encompassing treatments, shampoos, conditioners, styling products, and professional-oriented ranges.5

The company behind Hairfix is LifeStrong Marketing Inc. The founders are:

• Lance Lee — President
• Margaret Lee — General Manager/COO

Margaret Lee is described by Hairfix as a registered pharmacist who previously worked in retail and pharmaceutical companies before entering entrepreneurship. The company credits her experience in sales, marketing, and pharmaceuticals as foundational to the development of Hairfix.6

LifeStrong’s broader portfolio extends beyond Hairfix, with the company describing itself as a Filipino business involved in health, beauty, and wellness products. Hairfix serves as one of the company’s principal beauty brands rather than a standalone entity.7

Hairfix’s central proposition is achieving professional-looking hair without visiting a salon. The company describes the brand as a complete, easy-to-use DIY hair solution designed for consumers seeking quick and inexpensive methods to address everyday hair concerns.8

Its market positioning revolves around four core pillars:

1. Convenience — Products are formulated to be simple enough for home use.
2. Affordability — Consumers can achieve desired hair care and styling results without the high cost of salon services.
3. Variety — The brand covers colouring, treatment, maintenance, and styling rather than focusing on a single product category.
4. Self-expression — Hair colour and styling are presented as avenues for consumers to express confidence and individuality.9

The brand’s philosophy centres on achieving hair goals “at the comfort of your own home.”10

Hairfix has developed a comprehensive hair care portfolio comprising Hair Colors, Hair Treatments, Hair Essentials, Hair Styling, and General Merchandise.11

Hair Color

Hair colouring remains one of Hairfix’s most recognisable categories. The portfolio includes products designed for permanent hair colouring, grey coverage, men’s hair colour, shampoo-type hair colour, various fashion and natural shades, and colour-maintenance products. Hairfix markets these as DIY alternatives that allow consumers to perform colouring routines at home, highlighting both hair-colour shampoo products and permanent hair-colour creams.12

Hair colouring has played a significant role in the brand’s commercial identity, with Hairfix describing itself as a local pillar in the hair-colour-shampoo and hair-treatment segment, particularly through convenient sachet formats.13

Hair Treatments

The treatment category focuses on repairing, nourishing, and improving the appearance and manageability of hair. Examples include deep-repair treatments, hair wraps, nourishing treatments, volumizing treatments, and formulations aimed at dry or damaged hair. Several treatments are promoted for short application times, including products marketed as effective in approximately one minute.14

Hair Essentials

Essential-care products include everyday cleansing and conditioning items such as shampoo, conditioner, keratin-based hair care products, Keratin Collagen products, and Keratin Protein products. This category is intended for routine maintenance rather than occasional intensive treatment.15

Hair Styling

Hairfix competes in the styling segment with a catalogue that includes hair sprays, styling milk, pomades, hair wax, Keratin Straight products, Miracle Hair Fiber, and men’s styling products. Dedicated men’s offerings include Slick Shine Pomade and Strong Hold Pomade Clay.16

General Merchandise

Distinctively, Hairfix also retails accessories and tools intended to facilitate DIY hair care. These include hairdressing capes, ear covers, hair clips, hair-colouring tools, and other accessories. This reinforces the brand’s positioning as a comprehensive DIY hair-care system rather than solely a shampoo or hair-colour brand.17

In 2023, Hairfix expanded its portfolio with the Hairfix Professional Line. Positioned as a comprehensive hair-care system, this line incorporated Keratin Booster Complex and Curl Booster Complex, featuring combinations of shampoo, conditioner, treatment, and leave-on hair spray.18

Highlighted formulations included combinations involving Collagen + Peptide, Castor Oil, Keratin, Protein, and Vitamin C. The line was designed to address specific hair needs, including volumizing, detoxifying, straightening, and restoring.19

The Hairfix Multiplex Serum range was introduced as an advanced hair-care system containing shampoo, conditioner, and treatment products. Hairfix described two principal variants:

• Hyaluronic Acid + Zinc — Positioned for hydration and repairing dry or damaged hair.
• Keratin + Zinc — Positioned for smoothing, managing frizz, and improving hair appearance.

Hairfix stated that the Multiplex Serum products were formulated in Italy and emphasised the absence of parabens and phthalates in this product line.20

Hairfix has relied significantly on celebrities and beauty personalities in its marketing strategy. A prominent ambassador is Filipino actress and entertainer Kim Chiu. Partnerships with Chiu have emphasised versatility, confidence, and the ability to maintain one’s hair at home; this partnership was publicly renewed in 2025.21

The brand has also collaborated with Rabiya Mateo, Miss Universe Philippines 2020, and other Filipino beauty queens. Marketing campaigns frequently connect hair with the concept of the “crowning glory,” particularly in initiatives involving beauty pageants.22

Additionally, Hairfix has participated in the Miss World Philippines ecosystem, serving as an official hair sponsor for the 2024 competition.23

Hairfix primarily targets consumers seeking accessible and affordable hair solutions that can be performed at home. Its target market broadly includes:

• Women seeking at-home hair colouring
• Consumers with dry, damaged, or frizzy hair
• Individuals who regularly style their hair
• Men looking for hair colour or styling products
• Budget-conscious consumers
• Consumers desiring salon-inspired results without frequent salon visits
• Younger consumers interested in hair colour and self-expression

Brand messaging specifically emphasises the needs of Filipino consumers and the demand for products that are both wallet-friendly and convenient.

Hairfix products are distributed through major Philippine retail and beauty channels. The brand has specifically cited availability through Watsons and SM Department Stores, among other retailers.

Hairfix also operates an online shop via its official website, offering dozens of products spanning hair colour, treatments, essentials, styling, and related categories. Current examples listed by the official store include:

• Hairfix Beat the Brass Purple Shampoo
• Hairfix Beat the Brass Purple Conditioner
• Hairfix Deep Repair Treatment
• Hairfix Curl Styling Milk Lotion
• Hairfix for Men Slick Shine Pomade
• Hairfix for Men Strong Hold Pomade Clay
• Hairfix Frizzy Away Hair Wax Stick
• Hairfix Men’s Hair Color Cream

Hairfix has reported receiving industry recognition, including:

• 2014 Health and Wellness New Brand of the Year
• 2022 Hair Colourant of the Year
• Watsons Hair Colourant Brand of the Year, including recognition reported for 2024

These awards reflect the brand’s strength in the Philippine hair-colour market.

In 2022, Hairfix collaborated with Kim Chiu and Hair for Hope, a charitable organisation, in a hair-donation and fundraising initiative to provide wigs for cancer patients, including participation involving the Philippine General Hospital.

The brand has also participated in Pride Month activities, promoting diversity and inclusivity while associating hair colour and styling with self-expression.

Hairfix continues to participate in beauty events; at BeautyCon SMX 2026, for example, the brand appeared alongside other LifeStrong brands to promote products and special offers.

Hairfix’s identity centres on accessible beauty and personal confidence. Rather than positioning hair care solely as a professional salon service, the brand places the tools for colouring, treatment, and styling directly into the consumer’s hands.

Communication frequently utilises concepts such as “Own it. Love it. Slay it.” and “Because YOU CAN.” These messages reinforce the philosophy that consumers can take control of their appearance and achieve their desired hair look independently.

The recurring “crowning glory” concept is also integral to the brand’s identity, connecting healthy and styled hair with confidence, beauty, self-expression, and empowerment.

Hairfix occupies a distinct position within the Philippine hair-care industry. It is neither solely a shampoo brand nor exclusively a hair-colour brand. Instead, it has built a broad portfolio around the concept of DIY hair transformation: COLOR → CARE → TREAT → STYLE.

This approach allows Hairfix to participate in multiple stages of the consumer’s hair-care routine, from changing hair colour to maintaining, repairing, and styling it. Its primary competitive proposition is accessibility, bringing products associated with salon-style hair care into a format intended to be affordable, convenient, and usable at home.

1. Hairfix | Your complete, easy-to-use, DIY hair solution!
2. Kim Chiu x Hairfix: Going Beyond | Hairfix
3. Redefining your Crowning Glory | Hairfix
4. Products | Hairfix
5. Hair Styling | Hairfix
6. Let’s Talk About Hair: The Professional Way | Hairfix
7. What’s Up | Hairfix
8. Shop | Hairfix
9. Create Beauty with Pride | Hairfix
10. BeautyCon SMX 2026 | Hairfix
11. Hairfix for Thinning Hair | Ageing Hair | Lifeless Hair
12. Welcome to Hairfixnaturals
13. Contact Us | Hairfix
14. “Hold” Home | Hairfix
15. All Products | Hairfix
16. “Hold” Products | Hairfix
17. Shop | Hairfix
18. Shop | Hairfix
19. HairFix – Lifestrong Marketing Inc.
20. Hairfix | Watsons Philippines
21. HAIRFIX | Watsons Philippines
22. Hairfix | Watsons Philippines
23. HAIRFIX, HAIRFIX Professional Hair Shampoo Ultra Volume 350ml | Watsons Philippines