NEW YORK – MiMi Haircare For Kids, Australia's No. 1 kids haircare brand, will launch in more than 3,500 CVS stores nationwide and on CVS.com the week of June 14, marking a major milestone in the brand's U.S. expansion and making its child-focused approach to haircare more accessible to families across the country.
Following its U.S. debut earlier this year, MiMi has quickly introduced American parents to a simple idea: kids’ haircare should be built for kids. While many products marketed to children are adaptations of adult haircare formulas, MiMi was developed specifically for children's hair and scalp needs. Built for children ages 2–12, the brand's plant-based, sulfate-free formulas are designed to gently cleanse, nourish, detangle, and style while supporting routines children can actively participate in and feel confident about.
For many families, haircare is one of the most challenging moments of the day, filled with tangles, resistance, and frustration. MiMi's simple Clean, Treat, Style approach was created to make those routines easier, helping transform haircare from a daily battle into a habit children can take ownership of.
"From the beginning, our goal has been to create products that genuinely work for children while making everyday routines easier for families," said Emma Mackenzie, Founder and CEO of MiMi. "Launching in CVS is an exciting milestone because it allows us to bring that mission to more families across the United States and meet parents where they're already shopping for trusted care solutions."
The CVS launch assortment includes five of MiMi's hero products, giving families the flexibility to build a routine that works best for their child's individual hair needs:
● Hair Wash ($12.99)
● Detangler ($10.49)
● Curl Define Cream ($8.99)
● Hair Gel ($8.99)
● Gel Wand ($9.99)
The launch comes at a time when parents are increasingly seeking products designed specifically for children's unique needs rather than scaled-down versions of adult solutions. Through its focus on age-appropriate formulations, naturally-derived ingredients, and simplified routines, MiMi is helping reshape expectations around what kids’ haircare can be.
Beginning the week of June 14, MiMi Haircare for Kids will be available at CVS stores nationwide and on CVS.com.
