OSMO AT 25

As it celebrates its milestone birthday with a rebrand, we chat to OSMO managing director Stephen MacDonough

Now a global brand that is distributed in 67 countries worldwide, OSMO started out in 2000 with just two products – Aqua-Wax and Aqua-Wax Hard. It was officially launched at the World Hairdressing Championships in Berlin that year, with distributors subsequently being appointed across a number of countries in Europe. “At a time when thick, heavy gels dominated, we disrupted the industry with dry-textured waxes that redefined styling, and we’ve been setting trends ever since,” explains OSMO managing director Stephen MacDonough. “Over the years, we expanded into cleansing, conditioning and styling solutions for every hair type. In 2008, we took creativity even further with OSMO IKON, our permanent colour line.

“Our products are made in our facility in Glasgow, and keeping production local means a lot to us. It allows us to maintain exceptional quality control, draw on decades of manufacturing expertise and support the local economy, which is something we’re genuinely passionate about. For us, it’s about delivering top-tier, reliable solutions for all hair types at affordable price points.”

According to MacDonough, OSMO turning 25 presented the perfect opportunity to undertake a comprehensive rebrand, which includes a new logo and packaging, along with a new website osmohair.co.uk. “The rebrand is empowering, disruptive and creative. It represents a new beginning. Trusted by professionals, loved by creatives and made for those who refuse to blend in, OSMO is more than a brand. As we celebrate 25 years of fearless self-expression, we continue to create, innovate and dominate. The next generation of game-changing products is already on the horizon – when it comes to pushing limits, we’re just getting started. We’re stepping into a bold new era with the same fearless attitude, but with a fresh new look.”

The updated design features a new colour palette for inclusivity and modern appeal, embossed flip-top lids for ease of use and multi-lingual labelling for broader market accessibility. Additionally, the product range has been refined with clearer segmentation for styling, care, colour and toning. New lines set to be launched include Guardian Angel, Pink Soda Shampoo & Conditioning Mask, and Glass Fluid.

‘As we celebrate 25 years of fearless self-expression, we continue to create, innovate and dominate’

Irish market

MacDonough says that the Irish market is hugely important to the brand. “We initially launched OSMO in Ireland through one wholesaler, which gave us a solid foundation and strong visibility with Irish professionals.

“Then, in 2021, we expanded our reach through local independent distributors. This has made the brand even more accessible to salons across Ireland, and has allowed us to build closer relationships with the hairdressing community. It’s been an important part of our growth, and a real opportunity to support Irish stylists with tailored education and localised stock availability.”

MacDonough believes the hairdressing industry has changed dramatically over the past 25 years. “As a brand that has grown alongside it, we’ve seen that firsthand. Today’s clients are looking for faster results as instant gratification has become a big driver in both salon services and homecare. At the same time, they’re more informed than ever. With access to so much information, clients have become incredibly discerning about what they use on their hair, expecting high performance, clear benefits and transparency in ingredients.

“Hair professionals are, rightly so, demanding more from their products – not just speed and quality, but also the flexibility to tailor results to individual clients. The rise in demand for customisable solutions has really pushed innovation forward, and that’s something we’ve embraced at OSMO. After 25 years, we’re very proud to still be at the cutting edge, supporting stylists with tools that meet the needs of a fast-moving, highly educated and results-driven industry.”

Looking to the future, OSMO plans to keep growing. “In the last few years, we’ve continued to expand our portfolio across the globe, and this is always at the forefront of our mind,” says MacDonough. “It’s been a wild two decades, and we promise to continue formulating innovative products.

“Celebrating 25 years is a proud moment for OSMO and it wouldn’t be possible without the people behind the brand, or the professionals who’ve backed us along the way. Senior brand manager Sinead McLaughlin has shaped OSMO’s identity for over 15 years, creating campaigns that excite both ambassadors and customers; global head of sales Andy Angus brings salon-first thinking to everything we do; and Lesley Stitt leads our education with passion and purpose. When it comes to our international reach, Mitch Hewitt and Nicholas Brignall ensure stylists around the world can access the brand. We’re grateful to every stylist who’s chosen OSMO and proud of the team who continue to make it happen.”