Aussie is an international cosmetics brand. Its products are focused solely on hair care, such as shampoos, conditioners, hair serums, gels and sprays. It is marketed as a product of Australia due to its inclusion of certain natural ingredients found from the country itself. Thus, its logo is a kangaroo, and, similarly, its slogan is "Roo Your 'Do!". However, the brand is in fact manufactured by Procter & Gamble, an American company, which bought the brand in 2003. The brand was particularly successful in 2004, when P&G had US$55 billion in sales (the brand sales was unknown).
The product was sold in Australia prior to 1990, but was phased out during the 1990s and the product has been focused on the British and American markets.
In 1979, Aussie was founded by Tom Redmond, an American businessman. Prior to this, he had more than 20 years of experience in the professional salon industry.
When visiting Australia, Redmond realised that a wide variety of various ingredients such as Blue Gum Leaves, Australian Custard Apple, Quandong, Mint Balm, Wild Cherry Bark and Jojoba Seed Oil could be used to produce hair products.
- Mega Shampoo – an everyday shampoo with Australian Kangaroo Paw Flower extract.
- Moist Shampoo – for dry hair, with Australian guava.
- Real Volume Shampoo – to add volume to fine or limp hair, with Australian Hops.
- Dual Personality Root Cleanser + Tip Mender Shampoo – for greasy, frizzy hair.
- Mega Conditioner – everyday conditioning formula Moist Conditioner – for dry hair, with Australian guava
- Real Volume Conditioner – to add volume to fine or limp hair, with Australian Hops
- Dual Personality Root Cleanser + Tip Mender Conditioner – pH balancing conditioner for greasy roots and dry ends.
- 3 Minute Miracle Original Reconstructor – for average damaged hair, with Australian Balm Mint to replenish moisture.
- 3 Minute Miracle Deeeeep Reconstructor – helps reconstruct dry or damaged hair.
- Mega Styling Spray
- Mega Styling Gel
- Real Volume Styling Mousse – for volume
- Sprunch Spray – for loose curls
- High and Mighty Gel – for strengthening and locking styled hair
- Dual Personality Hi Hold + Hi Shine Spray
Collections by country
Although it is marketed as a product of Australia, Procter & Gamble stopped selling Aussie goods in Australia as they had higher sales in Britain and America. Aussie is currently an international brand, its products sold in Brazil, Denmark, Finland, Germany, Greece, Ireland, Netherlands, Norway, Portugal, Spain, Sweden, United Kingdom, United States, France and Canada.
The following collections are manufactured by Aussie in Denmark, Finland, Germany, Greece, Netherlands, Norway, Portugal, Spain, Sweden, Hungary and United Kingdom, except where noted:
- Colour Mate
- Aussome Volume
- It’s Time For You To Shine – not sold in Germany, Netherlands
- Take The Heat – not sold in the Netherlands
- Miracle MoistLuscious Long – not sold in Greece
The following Collections are sold only in the countries specified:
- Mega Collection – Portugal
- Miracle Light – Spain
- Original – Spain
- Aussome Volume
- Confidently clean
- Miraculously Smooth
- You Can Shine
- Instant Freeze
- Hair Insurance
- Aussie Men
- Aussie Family
The National Skincare Authority and Livestrong have criticized Aussie for its use of controversial chemicals in its manufacturing process. The National Skincare Authority has rated Aussie Shampoo a 1.1/10, characterizing the hair care product as "highly toxic" in the shampoo category of the Natural Hair Care Product Review. The National Skincare Authority has also stated that “The Aussie Mega Shampoo does not meet any natural ingredient parameter.” Some Aussie products contain sodium lauryl sulphate, an alkaline ingredient that helps penetrate dirt and oil on hair. The manufacturing process of this chemical may leave traces of dioxane, a probable human carcinogen (according to Natural Health Information). Many Aussie products also contain a variety of parabens such as propylparaben and methylparaben. However, the U.S. Food and Drug Administration (FDA) has published studies showing that there is no direct link between parabens and breast cancer. Although this remains unproven, it is also believed there is a link between Aussie products and cancer due to the ingredient Cocamidopropyl Betaine, as seen in animal tests.
Aussie Mega Shampoo also contains chemicals that have not been certified or assessed for safety by The Cosmetic Ingredient Review (CIR). Additionally, the brand has been frowned upon for testing on animals when its products have not been certified organic and use synthetic chemicals. The very fact that the product is not certified organic causes many to believe that the product contains genetically modified organisms and pesticides.
- Aussie Facebook Page (Information)
- National Skincare Authority: Aussie Shampoo Review
- Aussie Celebrity: Sarah Potempa
- Procter & Gamble: Aussie Shampoo
- The Aussie Story
- Procter & Gamble: Aussie Shampoo
- Procter & Gamble: Aussie Shampoo Products
- Aussie Global Website
- Aussie US Website Archived August 13, 2013, at the Wayback Machine.
- Aussie Canada Website
- Natural Skincare Authority: Aussie Shampoo Review
- Livestrong: Aussie Shampoo Ingredients