From Hairdresser Shame to Haircare Fame: How One Mum Built a Supermarket Brand That Actually Delivers

Some ideas are born in boardrooms. Others start in the salon chair — with a comment that sticks. For Katherine Ruiz, founder of People Haircare (and now, first-time mum), her lightbulb moment came wrapped in discomfort.

“I remember as a young girl feeling embarrassed when my hairdresser would ask what shampoo and conditioner I was using,” she says.
“I was definitely using something from the supermarket — because that’s all I could afford.”

That awkward exchange left a lasting impression. But instead of carrying the shame, Katherine channeled it into something powerful: a mission to debunk the myth that supermarket haircare can’t be high quality.

“I saw an opportunity to create beautifully designed, high-performing products at a supermarket price point,” she explains.
“You shouldn’t have to spend a fortune at the salon to feel confident about your hair.”

Real People, Real Hair, Real Results

Three years later, People Haircare is stocked in over 800 Coles stores across Australia, and the brand’s success has come from keeping it real.

“We’re not selling perfect routines or 12-step regimens,” says Katherine.
“We’re making high-performing products that are easy, affordable, and actually work for real people with real lives.”

It’s this authenticity — combined with consistent results — that’s struck a chord with busy parents, professionals, and anyone tired of beauty jargon.

“People see themselves in the brand, and that connection is what’s fueled our growth more than anything else.”

The Product Everyone’s Talking About

While the range is growing, there’s no doubt the hero is the All-in-One Treatment — a cult favourite that’s now sold over 70,000 units.

“It hydrates, strengthens, detangles, protects against heat — all without weighing hair down,” Katherine says.
“It’s one of those products that actually does what it says, and replaces the need for multiple steps.”

And it’s practical.

“Whether you’re a busy parent, getting ready for work, or reviving your curls between washes — it’s a no-fuss, high-impact product that fits into real routines.”

Motherhood, Momentum, and the Messy Bits

Now navigating life with a newborn, Katherine says becoming a mum has only sharpened her mission.

“There’s not as much room for perfectionism or overthinking when you’re running a business as a mother,” she laughs.
“So many of us are juggling work, family, life — and we need products that support us, not complicate things.”

Her daughter has also shifted her perspective in a deeper way.

“I want her to grow up seeing that women can build things that matter — with heart, with hustle, and on their own terms.”

Her Mum Hack Must-Have?

“Definitely our Slick Styler — it’s saved me more times than I can count,” she says.
“Since having a baby, the hair regrowth has fully taken over. A quick swipe and I feel instantly more put-together — even if the rest of me is still all over the place.”

From Aisle 3 to ‘Pinch Me’ Moments

Despite the brand’s retail expansion, Katherine says she still gets butterflies when she spots People Haircare on the shelf.

“Walking into Coles, whether it’s my local or one I’ve never been to, and seeing our products lined up next to some of the biggest brands in the world — it’s always surreal.”

It’s a full-circle moment that proves affordable haircare doesn’t mean compromising on quality.

What’s Next for People Haircare?

“We’re now focused on taking the brand global,” says Katherine.
“But we’ve been really intentional — we wanted to learn everything we could from our Australian customers first.”

She’s also excited about the next wave of product innovation.

“We’ve got some great formulas in the works and we’re always listening to what our customers want next.”

And what would young Katherine — the one in the salon chair — say if she could see where it all led?

“That question honestly makes me emotional, especially now that I have a daughter of my own,” she admits.
“I think she’d be proud. More than that, I think she’d feel seen. She’d see that it’s possible to build something meaningful, to back yourself even when it’s scary, and to create space for others along the way.”

“I hope my daughter grows up knowing she can take up space, trust her ideas, and lead with both heart and strength. That’s what I want her to see in me — and what I hope little Katherine would see too.”

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