Los Angeles – September 13, 2026 -- Hair Syrup, the British haircare brand known for its viral pre-wash oil treatments, launches in more than 600 Target stores across the U.S. and on Target.com starting September 10.
A university project becomes a multimillion-dollar brand without outside investors
Hair Syrup was founded in 2020 by Lucie Macleod while she was a university student mixing natural oils to repair her own bleach-damaged hair. The brand grew primarily through social media, community engagement and word of mouth, without taking on outside investment.
All six Dragons' Den investors said no, and the brand went viral anyway
Macleod appeared on BBC's Dragons' Den in January 2025, where all six investors declined to back the company. The rejection became a viral moment that boosted the brand's visibility rather than slowing it down. Hair Syrup has since ranked among the top five haircare brands globally on TikTok over the past 12 months.
The brand's U.S. website already draws more than 19,000 daily visits
Before securing any U.S. retail presence, Hair Syrup was already seeing significant organic demand from American shoppers, with its website logging over 19,000 visits per day from the U.S. alone. That existing traffic, driven by viral content and social discovery, made the U.S. the brand's next logical market.
Hair Syrup enters Target through its curated Beauty Studio assortment
The U.S. launch runs through Target Beauty Studio, Target's selection of prestige, emerging and global beauty brands. The assortment includes bestselling pre-wash and leave-in oils such as Rapunzel, formulated for scalp circulation, and Growsmary, developed to support scalp health.
"The U.S. customer already knows Hair Syrup and has been asking for greater access to our products,