Hairetic launches to modernize anti-dandruff haircare

British scalp-health brand Hairetic is entering the anti-dandruff market with three sensitive-skin products built to look and feel more like premium beauty than medicated haircare. Founded by industry veteran Andrew Rayner, the launch leans on recycled packaging, vegan certifications and user trials showing fewer visible flakes.

Why it matters: - Hairetic is targeting a haircare category that has changed little for decades and still carries a clinical image many consumers want to avoid. - The launch aims to make anti-dandruff products feel like mainstream beauty items, which could reduce stigma and widen appeal. - The brand is also betting that sustainability, ingredient transparency and modern packaging can matter in a category long dominated by function.

What happened: - Hairetic, a new British scalp-health brand, launched in London on September 22, 2026. - Founder Andrew Rayner built the brand after nearly 20 years in haircare, including work with Head & Shoulders. - Hairetic debuts with three products: Anti-Dandruff Sensitive Shampoo, Anti-Dandruff Sensitive Conditioner and a 2-in-1 Anti-Dandruff Sensitive Shampoo & Conditioner. - The range is available in the UK through Hairetic.com, Amazon and selected independent retailers.

The details: - Hairetic centers its formulas on piroctone olamine, an anti-dandruff ingredient used to help control Malassezia yeast linked to dandruff and visible flaking. - The products also include aloe vera and botanical extracts such as willow bark, rosemary and nettle. - The shampoo and conditioner are dermatologically tested for sensitive skin and designed for regular use, not just occasional treatment. - Independent user trials commissioned by the brand tested the shampoo and conditioner on 55 people with dandruff. - In that trial, 87% reported fewer visible flakes after four weeks, 78% noticed fewer visible flakes after the first wash and 85% reported less irritation after four weeks. - A separate trial of the 2-in-1 product involved 81 users. - In that trial, 85% saw visibly reduced dandruff after four weeks and 69% saw a reduction in visible flakes after the first wash. - All three products are made with 99% natural-origin ingredients and contain no added colourants. - The shampoo uses a 100% natural jasmine and coconut fragrance and is free from silicones and colours. - The conditioner is silicone-free and designed to support scalp and hair condition. - The 2-in-1 uses a 100% natural sandalwood and bergamot fragrance and is free from silicones and colours. - The products are made in Britain. - Hairetic is certified by The Vegan Society and Cruelty Free International. - The bottles are made from 100% recycled Prevented Ocean Plastic. - Hairetic commits 1% of sales through 1% for the Planet.

Between the lines: - The launch reflects a broader push to reposition scalp care as part of modern beauty, not just a medical workaround. - Rayner is framing dandruff as a common problem that has been underserved by product design, branding and consumer choice. - The brand’s black packaging and bold creative are meant to distance Hairetic from the traditional pharmacy-like look of anti-dandruff products. - That positioning suggests Hairetic is competing on identity and shelf appeal as much as formula performance.

What's next: - Hairetic plans further retail expansion beyond its initial UK rollout. - The brand is seeking to build a larger anti-dandruff platform around scalp health, sensitive-skin care and premium positioning.

The bottom line: - Hairetic is trying to turn anti-dandruff from a hidden necessity into a visible beauty category.