Bouclème launches on ASOS as e-commerce presence expands

Sophie Smith

15 February 2023

Bouclème has expanded its e-commerce presence, bringing its range of natural haircare products to shoppers at ASOS.

Founded by Michele Scott-Lynch in 2014, Bouclème is a plant-powered haircare brand designed for the curly hair community. Working to nourish fragile hair, the brand's products are made without drying sulphates, heavy silicones and mineral oils.

Bouclème's launch at ASOS offers 17 products via the retailer's Face + Body category, including a Curl Cleanser, Curl Conditioner, Curl Cream, Intense Moisture Treatment, Root Refresh, Dry Scalp Serum and Super Hold Styler.

The brand is also available at retailers including Marks & Spencer, Boots, Lookfantastic and Sephora UK.

Michele Scott-Lynch, Founder of Bouclème, said: “I am thrilled that Bouclème has launched onto such an iconic online retailer, making it even more accessible for customers to shop our products globally.

"It’s really exciting to see that curly haircare has become more ‘mainstream’ and is now widely available across key retailers, not just specialist stores.”

Listen to TheIndustry.beauty's podcast with Bouclème's Founder, Michele Scott-Lynch.