Scalp care brand Flora to launch in UK at Harrods

Prestige beauty brand Flora Lab Paris has selected Harrods as its first-ever UK retail partner, with plans to bring its range of hair and scalp care products and services to the luxury department store starting next week.

Backed by over 18 years of lab research and more than 45 years of professional hairdressing expertise, Flora was created by Nikolina Kisic Mamic with a science-backed, skin-centric approach to scalp care.

The brand's products are defined by two complexes, called FP5 Biome and FMP10, which are described as "breakthrough innovations for scalp microbiome balance and hair health and strength".

Continuing its mission to make "scalp care the new hair care", Flora is now launching its line-up of 37 products in the UK for the first time on 8 April 2024.

Under its new partnership with Harrods, the brand is bringing its detox masks, conditioners, hair mists, serums, oils and pure ingredient boosters, including hyaluronic, ceramides, amino acids and collagen, to the British department store.

It will also offer customers a complimentary mini treatment, with the scalp analysis, head massage and air brush treatment personalised according to their scalp/hair’s needs.

The launch comes as the 'skinification of hair' trend continues to gain momentum as consumers look to treat their scalp and hair with the same care as facial skin.

"The scalp is a part of our skin. Responsive to various aggressions, it possesses an ultra-sensitive microbiome. A healthy scalp is essential for beautiful and robust hair. It's time to change our perspective on the world of haircare, to provide transparent discourse and rituals that truly work," said Mamić.

"Why not treat our hair like we treat our face? Do we simply camouflage a skin issue with makeup? No, and yet that's exactly what has been happening for generations with our hair. We colour it, suffocate it with chemicals, and daily damage it with styling products - a cycle perpetuated by the beauty industry. Taking care of your hair is taking care of yourself."