Patrick Kidd has made $25,000 in the first few hours of launching an anti-hair loss product
A former electrician and dad-of-two has made $25,000 in the first few hours of launching an anti-hair loss product even though it’s the most expensive men’s shampoo on the market.
Patrick Kidd, from Bondi, launched his new $95 Ultra Thickening Shampoo through his brand Patrick’s and dubbed it ‘the best shampoo on the planet’; he’s now on track to turnover $5million this year alone.
The 44-year-old gave his chemist an ‘open budget’ to create a product to target hair loss that actually works – and the results speak for themselves.
Patrick, whose brand won Esquire’s best thickening shampoo award in 2021, made the call to his pharmacist the day after the big win and they spent the next year developing the new formula.
The secret lies in the patented lab formulated PRC PLUS compound with 20 active ingredients including high percentages of four key, clinically trialled blends.
The formula is suitable for daily use, is best for normal to thinning hair and backs its claims of preventing and treating moderate to advanced hair loss with clinical trials.
Pictured are the results of a customer who used the original formula. The Plus shampoo contains eight more active ingredients
Having already launched in Selfridges, Lane Crawford, End, David Jones, Harrods and Mr Porter, Patrick has pushed even further into the international beauty market and has now signed deals with Bergdorf Goodman, Bloomingdales and Nordstrom.
It’s taken Patrick 10 years of hard work to build his empire and says attention to detail and an eye for spotting something different have been key to his success.
‘It took us seven years to develop and launch our first product because we were obsessed about every single detail, consciously combining performance, design and sustainability,’ he said.
The 44-year-old gave his chemist an ‘open budget’ to create a product to target hair loss that actually works – and the results speak for themselves
‘We even did a recording of the lid clicking closed to perfect the sound in the same way Audi manufacturers do with their car doors.’
Patrick said his goal from the beginning was to ‘fill gaps’ in the men’s skin and haircare market.
‘We decided early on not to compete with men’s hair and skincare products. They let us down and they always bored the cr*p out of us. So we turned to what we loved, respected and admired – not just in how it performed, but with how it looked with constantly evolving design and function,’ he said.
The cost price of each unit is on average 40 times more expensive than their competitors because they give the formulations company a limitless budget to produce the best performing product possible.
‘Innovation is our passion, and the Plus range is our most impressive passion project yet,’ Patrick said.
The hard work is paying off, not just in a string of sold-out launches, but in accolades. In the last two years alone, the brand has won over 30 industry awards – Esquire, GQ and Men’s Health, among others.
‘When we produce new products, we always strive for the latest and greatest technologies, ingredients, and formulas – but these don’t always make good business sense,’ he said.
‘Some ingredients are simply too expensive, too rare and too costly for us to actually use, and the price to produce them would make the RRP huge.’
‘If you didn’t want to spend $95 on a shampoo or a conditioner we wouldn’t blame you, but if you want to see where haircare will be in ten years from now, this is it,’ he said
When asked what the difference is between the new Plus range, and Patrick’s previous best-selling Thickening Shampoo, Patrick said while SH1 is still the best (reasonably priced) anti-hair loss shampoo on the market, Plus is what you get when you put SH1 on steroids’.
They share the same clinically trialled ingredient, Capixyl™, and the same plant-based DHT blocking 5a Reductase inhibitor, Epigallocatechin Gallate extract, but SH1 has 10 additional actives, whereas Plus has 18.
‘If you didn’t want to spend $95 on a shampoo or a conditioner we wouldn’t blame you, but if you want to see where haircare will be in ten years from now, this is it,’ he said.
‘With Plus you are getting the most anti-hair loss ingredients and growth promoting actives we could physically fit into one bottle, in the most optimal concentrations we could formulate.’
Unexpected hair loss can be a sign of an underlying health issue and it’s always best to see a medical professional before trying anything new.
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