Established in 1972, Vala Noria is one of Australia’s oldest olive farms and claims to be one of the few in the world to harvest extra virgin olive oil from a specific genus of olive trees native to the Greek island of Lesbos.
The farm is expanding into the beauty and personal care sector in 2023, seeing an opportunity to “challenge industry norms” with its sustainable approach to clean agriculture and waste minimization.
In particular, the company sees great opportunities in the hair care sector, where the trend towards skinning is creating a surge in demand for more sophisticated hair solutions.
“It took four to five years to develop, but was delayed due to COVID-19. We see great potential in the hair care sector. A quick search online reveals that many people turn to olive oil when their hair is dry. So we thought we’d develop a product that has all the great benefits of olive oil but in a simpler and more convenient way,” said Wu Wenbo, managing director of Vala Noria.
The company has launched two hair care products: an extra virgin olive oil shampoo and an extra virgin olive oil conditioner.
Each bottle contains 360 cold-pressed olives extracted using a proprietary centrifugal force technology.
The product was developed in collaboration with a Chinese university and tested on Asian hair.
“Our ultimate goal is to expand overseas and we are mainly focusing on Asia because we believe it is easier to enter Asian sales channels. Also, when developing our products, we tested them (on Asian hair),” Wu said.
According to market research firm Mintel, 94% of urban Chinese consumers consider hair care to be as important as skin care.
Scalp health is also a major focus, with 74% of Indian consumers reporting scalp problems and 55% of Thai consumers worried about dandruff.
While Wu acknowledges that the haircare market is currently highly competitive, he believes his products can solve a major problem plaguing Asian haircare consumers.
“Olive oil contains antioxidants such as polyphenols and squalene, and has anti-inflammatory properties, making it effective against scalp inflammation,” says Wu.
According to the company, each bottle contains a blend of bioactive nutrients, including vitamins A, D, E and K, which nourish and balance the scalp, neutralize free radicals, calm skin inflammation and increase blood flow.
Clean and Green Haircare
The product line also responds to the growing interest in eco-friendly beauty solutions and upcycled ingredients.
The company says the products are made from recycled olives that have been deemed unfit for human consumption.
They also use fruit leaves, seeds and other by-products as natural alternatives to synthetic pesticides and fertilizers.
The farm runs on renewable solar energy and also has a drip irrigation system to conserve water, minimize waste and provide nutrients directly to the roots of the olive trees.
In the future, the company plans to expand its hair care line and develop products in the body care category.
Wu said: “Olive oil is used in facial care products, but not often in hair care, scalp care and body care products. We are seeing increasing consumer demand in areas such as scalp care and body care. We are focusing on products such as hand creams and body scrubs. Once our R&D team is stronger, we may even start into skin care products.”
