TikTok viral Hair Syrup announces European expansion amid rapid growth

British haircare brand Hair Syrup is accelerating its international expansion with a new exclusive partnership with European beauty retailer Lyko.

Starting today, five of Hair Syrup’s bestselling 100ml hair oils will be available on Lyko.com across Norway, Sweden, Denmark, and Finland, with a rollout into the retailer's physical stores planned for later this year.

The partnership marks Hair Syrup’s debut in the Scandinavian market and aligns with Lyko’s focus on haircare - its largest product category - making it a "natural fit" for the TikTok viral brand's range.

Lucie Macleod, founder of Hair Syrup, said: "Partnering with Lyko is a significant strategic step for Hair Syrup. The move allows us to strengthen our international presence while ensuring our products reach customers in a market that is highly engaged with both beauty and innovation.

"Lyko’s reputation for launching and scaling exciting new brands, its dominant position in haircare, and digital-first retail model make it the ideal partner as we expand into Scandinavia.

Founded by Macleod with just £300, Hair Syrup has grown into a £5 million+ brand with over 500,000 followers on social media and a standout presence on TikTok.

A self-taught formulator, Macleod launched the brand in 2020 after struggling with bleach damage and breakage, turning a personal solution into one of the UK’s fastest-growing beauty businesses.

Ranked 13th in The Sunday Times 100 in 2025, Hair Syrup has since expanded into retailers like Boots, ASOS, Urban Outfitters, and TikTok Shop.

All formulas are made in the UK using cold-pressed, clinically-backed ingredients to target specific hair concerns like breakage, dryness, oiliness, and scalp health.