Lolane is a Thai hair-care and professional hair-beauty brand operated by S.C. Sereechai Beauty Co., Ltd. The brand is primarily recognized for its hair treatments, shampoos, conditioners, hair coloring, styling products, and professional salon supplies. Lolane positions itself at the intersection of hair care, beauty, fashion, and innovation, catering to both everyday consumers and professional hairstylists.[1]

According to corporate records, the founder began manufacturing Lolane products in 1987, following the establishment of Sereechai Beauty Store in 1980. The Lolane brand was officially launched in 1989 under S.C. Sereechai Beauty Co., Ltd.[1]

1980: The Beginning

The company’s origins trace back to Sereechai Beauty Store, established in 1980 as a distributor of various beauty products. During this period, popular offerings included gel sprays and shampoo-conditioner sets.[1]

1987: Manufacturing Begins

Transitioning from distribution to production, the founder began manufacturing products under the Lolane name in 1987.[1]

1989: Official Brand Launch

Lolane was formally launched under S.C. Sereechai Beauty Co., Ltd., marking its establishment as a dedicated Thai hair-beauty brand.[1]

1990s: Expansion into Hair Care and Salons

Between 1990 and 1996, Lolane introduced Head Zone activities in shopping malls and developed signature products such as Lolane Hair Spray and Lolane Natura Hair Treatment. In 1994, the company constructed a two-story factory spanning approximately 2,060 m² specifically for Lolane manufacturing. Production facilities continued to expand through the early 2000s.[1]

2000s: Manufacturing and Brand Development

The company significantly expanded its production infrastructure during this decade:

• 2001: Factory expansion
• 2002: Additional factory space added
• 2003: Warehouse capable of storing approximately 3,000 pallets completed
• 2003: First major logo change and packaging redesign for Natura Hair Treatment
• 2007: Natura Treatment advertising received a Bronze Award at Ad.FEST[1]

2009–2012: Specialized Product Lines

Lolane expanded beyond conventional consumer hair care with several specialized ranges:

• PIXXEL: Positioned for professional users and salons
• Nature Code: Focused on natural ingredients and grey-hair coverage
• Intense Care: Centered on deep nourishment and keratin technology

This era marked Lolane’s evolution from a shampoo and treatment brand into a comprehensive hair-beauty system serving both consumer and professional needs.[1]

2013–2017: Recognition and International Growth

During this period, the brand received multiple accolades, including Reader’s Digest Trusted Brand (2013), CLEO Beauty Hall of Fame (2014), and Marie Claire Beauty Awards. By 2017, Lolane reported distribution in more than 34 countries worldwide.[1]

2018–2023: Market Position of Natura

According to company reports citing NielsenIQ monthly retail sales data for intensive hair-treatment products, Lolane Natura was the best-selling hair treatment in Thailand from 2018 through June 2023. This represents a company-reported market position claim rather than an independent assessment of the entire market.[1]

2022: Digital Presence

Lolane was named a finalist in the Best Brand Performance on Social Media – Personal Care category at the 11th Thailand Social Awards.[1]

Lolane operates as a comprehensive hair-beauty ecosystem rather than solely a shampoo brand. Its portfolio addresses multiple stages of the hair-beauty process: Care → Repair → Color → Transform → Style. The official website categorizes offerings into hair care, hair color, styling, men’s products, hair transformation, and professional salon products.[1]

Hair Care

Hair care remains a core category for the brand. Products include shampoos, conditioners, hair treatments, masks, serums, oils, and specialized formulations for damaged, dry, oily, colored, or frizzy hair. Major sub-brands in this segment include Lolane Natura, Lolane Intense Care, and Lolane Nature Code.[1]

Hair Treatment

Hair treatment is central to Lolane’s identity. Lolane Natura is one of the brand’s most recognized consumer lines, focusing on intensive nourishment. The current portfolio includes Hair Treatment, Vitamin Booster Treatment, Hair Vitamin Booster, and products targeting specific concerns like oily roots and dry ends. Historical records identify Natura Hair Treatment as a signature product dating back to the 1990s.[1]

Intense Care

Lolane Intense Care represents the brand’s technology-oriented repair and nourishment positioning. Current offerings include Intense Care Keratin Serum Shampoo, which combines micellar technology with keratin serum and “Pro Keratin Ex” technology. Historically, this line emphasized deeper nourishment and “Keratin Matching Intelligent” technology.[1]

Nature Code

Lolane Nature Code focuses on natural ingredients, herbal formulations, and grey-hair coverage. Products include herbal shampoos, anti-dandruff scalp treatments, color shampoos, botanic hair-color serums, and organic herbal color shampoos. Conceptually, this line combines natural and herbal elements with hair care and coloring to provide a “natural & safe” positioning within the broader portfolio.[1]

Hair Coloring

Hair coloring constitutes a significant portion of Lolane’s business. The portfolio includes:

• Lolane Aroma: Consumer-oriented hair color
• Lolane Cool & Easy: Designed for easy home application
• Lolane Nature Code: Natural and herbal positioning with grey coverage
• Lolane for Men: Color products targeted at male consumers
• Lolane Pixxel / Pixxel Pro: Professional-oriented color products

The company categorizes its hair color products into cream-base, serum-base, and shampoo-base formulations.[1]

Professional Salon Segment

A key differentiator for Lolane is its strong professional and salon business. Lolane Pixxel targets professional hairstylists with products for coloring, treatment, transformation, and styling. PIXXELPRO serves as another professional line featuring hair sprays, powders, shampoos, masks, and color products. This creates a dual business model serving both the consumer market (home care and coloring) and the professional market (salons and stylists).[1]

Hair Styling

The styling portfolio includes gels, waxes, liquid gels, hair sprays, mousses, powders, and gel sprays. Notable consumer brands include Lolane Freestyle and Lolane Head Up, while professionals utilize the Pixxel and Pixxel Pro ranges.[1]

Hair Transformation

The professional portfolio includes products designed to chemically alter hair structure. The “Hair Transformer” category encompasses bleaching, perming, and straightening products, supporting interconnected salon services.[1]

Lolane describes itself as a professional hair brand with a complete product range designed to respond to evolving fashion trends. The company states it continuously conducts research and development to create new formulations and technologies. Its brand personality is defined by five characteristics:[1]

1. Independent: Freedom to think and discover new ideas
2. Considerate: Creativity guided by customer needs
3. Adventurous: Willingness to introduce new innovations
4. Generous: Sharing beauty knowledge and consultation
5. Encouraging: Inspiring consumers to live with greater liveliness

The current corporate message is “Empowering Your Liveliness,” while historical materials also reference the concept “Beautiful Hair, Beautiful Life.”[1]

Lolane states that its operations adhere to ISO 9001 and GMP standards and employs more than 1,000 people. Products are distributed domestically in Thailand and exported to more than 30 countries, reflecting an export-oriented business built on Thai hair-care expertise.[1]

The brand is operated by S.C. Sereechai Beauty Co., Ltd., headquartered at 22 Vibhavadi Rangsit 38, Lad Yao, Chatuchak, Bangkok 10900, Thailand. S.C. Sereechai Beauty is part of the wider SRC Group ecosystem, which includes S.C. Artistry among other listed companies.

The modern Lolane portfolio is structured across the following segments:[1]

• Thai Identity: Lolane is a Thai-origin brand with decades of development in the domestic beauty market.
• Dual Market Positioning: Unlike brands focused exclusively on retail, Lolane develops products for both home users and professional hairstylists.
• Treatment-Centric: Products like Natura have established hair treatment as a core component of the brand’s identity.
• Comprehensive Color Portfolio: The brand offers traditional cream colors, serum-based colors, shampoo colors, and professional salon coloring systems.
• Technology and Natural Balance: The portfolio spans technology-driven products like Intense Care alongside natural and herbal positioning through Nature Code.
• International Reach: Distribution in more than 30 countries extends the brand’s presence beyond Thailand.[1]

• 1980: Sereechai Beauty Store established
• 1987: Lolane manufacturing begins
• 1989: Lolane officially launched
• 1990s: Introduction of Hair Spray, Natura Treatment, and Head Zone expansion
• 1994: Dedicated Lolane manufacturing facility established
• 2003: Logo and Natura packaging redesigned
• 2009–2012: Development of Pixxel, Nature Code, and Intense Care lines
• 2013–2017: Receipt of major beauty industry awards and international expansion
• 2018–2023: Natura reported as Thailand’s best-selling intensive hair treatment based on cited NielsenIQ data
• 2022: Finalist at Thailand Social Awards
• 2024 onward: Continued expansion of consumer and professional sub-brands[1]

1. เกี่ยวกับเรา – Lolane