- December 6, 2024
How EIDEAL is Transforming the Hair Industry:
Haysam Eid is reshaping the hair care industry with EIDEAL, a brand that's quickly gained recognition across the GCC region. With a focus on innovation and quality, EIDEAL began as a provider of premium hair tools and has evolved into a comprehensive brand that encompasses acclaimed haircare and skincare products. Haysam’s journey reflects not just personal ambition but a commitment to excellence, as he strives to elevate the standards of hairstyling for professionals and consumers alike. In this interview, he shares the vision behind EIDEAL, its growth trajectory, and the exciting partnerships that are propelling the brand forward.
What is EIDEAL?
EIDEAL is one of the leading providers of premium hair tools and products across the GCC region. EIDEAL’s initial aim was to revolutionize the concept of hairstyling, whether you were a salon professional or a hair-loving consumer. This meant that, in addition to offering an eponymous range of hair tools, I decided to open the distribution arm of the EIDEAL company so that I could also offer acclaimed haircare brands to my salon partners, which would complement and enhance the results gained from using EIDEAL’s hair tools. Now, as EIDEAL has grown exponentially, we have expanded to include skincare products in our portfolio, which has enabled us to secure partnerships with not just the region’s best salons but also spas.
What brought you to the idea of establishing EIDEAL back in 2008?
As a former hairstylist, I noticed first-hand there was a gap in the market for high-quality hair tools that delivered professional salon-worthy results. I was determined to create a range of products that would redefine the industry standard and achieve a cult-like status for their unrivalled brilliance. EIDEAL has always followed the same guideline: combining creativity with advanced technology to create beautiful and contemporary tools. Thanks to this ethos, the brand has produced a range that has fast become a whirlwind sensation with both consumers and professionals alike.
How did you gradually move from releasing your own hair tools, to collaborating with other brands to launch their products in the market?
When I established EIDEAL, I really wanted to shake up the industry and be seen as a disruptor brand that forced the industry to rethink, reassess, and ultimately redefine its standards so the entire industry would reach new heights of brilliance. As hair professionals began to discover EIDEAL’s tools and I shared my vision with them, a cascading effect took place, attracting an increasing number of both industry insiders and consumers who sought something different from the usual offerings. They started to invest not just in EIDEAL’s hair tools but also in its fresh vision. This enabled and stimulated EIDEAL’s growth and success, which in turn provided me with a launchpad to open negotiations for collaborations with like-minded brands.
How did e-commerce help?
E-commerce allowed the EIDEAL vision to be shared with a wider network of consumers and clients, not just locally or regionally, but internationally. As sales increased and we started to develop and later refine the customer journey through our e-commerce platform, we had a proven template to generate e-commerce sales, which was attractive to brands looking to achieve success in the fast-growing MENA region.
What has changed in the market since you started?
The industry has undoubtedly evolved since EIDEAL was established. One of the main contributors to this evolution is definitely, social media. Now, thanks to society’s reliance on smartphones, brands can not only connect with consumers but encourage them to purchase in just a few clicks. Salons and industry professionals are constantly on the hunt for new products which they see on social media feeds but also use to create engaging content for their own followers. In addition, salon standards in the region have improved as new talent comes into the market, and salons invest in staff training. This has meant that the customer journey has been enhanced.
EIDEAL includes its own hair academy—tell us more about that:
At our academy, we offer comprehensive training programs to our salon and spa partners. The training programs are developed by our team of educators and may focus on new products or new services associated with our brands. But they also include training in cutting and coloring techniques for stylists so that they can improve their skill set and achieve better results for their clients.
As EIDEAL, what has been your greatest achievement?
When it comes to EIDEAL’s hair tools range, the highlight is definitely the fact that the brand has been used internationally by the world’s best hairstylists, including Jen Atkin, Joey George, and Sarah Angius, to name a few. This is a reassurance that the quality of our tools is paramount. In terms of EIDEAL as a business entity, I am proud that I have been able to put together a multi-national team of very talented individuals and together create a family-like, fun working environment in which my team can thrive.
What are your goals and aspirations in the next year?
We have plans to launch new headquarters for EIDEAL, in tandem with this, we want to continue to grow our team with brilliant, high-performing individuals, fostering a collaborative and innovative work environment. We will also continue to help our existing team develop professionally so they can achieve their ambitions and long-term goals. This includes strengthening our mentoring program where younger colleagues and team members are mentored by more experienced staff. On a personal level, I will continue my commitment to showjumping, with the aim of participating in the Asian Games 2026 in Japan.
EIDEAL x Amazon Keratin Hair Strengthening Brand
What made you partner with them? Hair smoothing and strengthening treatments are hugely popular in the hair industry. This is especially true in the Middle East, given the hair challenges we experience due to the desert climate, and its heat and humidity. I wanted to select the best treatment offering, and with its intelligent ingredients and innovative formulations, Amazon Keratin was the market leader in the genre.
EIDEAL x Davines
What made you partner with them? We started distributing Davines back in 2015. I liked the fact that they are still family-owned, like EIDEAL is. Salons are now becoming more planet-friendly and are taking conscious decisions to switch to sustainable products that, at the same time, satisfy their clients’ needs, which further allows them to deliver better results. Davines’ engagement in sustainability was ahead of competitors and of the market in general. In 2023, the brand had a global turnover of over €260 million (+14% vs 2022), and growth in the Middle East was 24.1% in the last year.
EIDEAL x Kasho
What made you partner with them? KASHO is a premium Japanese scissor brand renowned for its precision, craftsmanship, and innovation in hairdressing tools, so there is great synergy with EIDEAL. This synergy is evident in their shared commitment to quality, as both brands prioritize high-end, professional-grade products for the hair industry. Their product lines are complementary; while KASHO specializes in scissors, EIDEAL offers a range of other hairstyling tools and products, creating a comprehensive toolkit for stylists. The two brands align in their target market, catering to professional hairstylists and salons that demand top-tier tools. By associating with KASHO, EIDEAL can strengthen its position in the premium hairdressing tool market, enhancing its market presence and appeal to discerning professionals in the industry.
EIDEAL x Comfort Zone
What made you partner with them? EIDEAL's partnership with Comfort Zone, the skincare brand from Davines, was a natural extension of their existing relationship. Already distributing Davines products, EIDEAL recognized the potential in expanding their offering to include high-quality skincare. This strategic move allowed EIDEAL to provide a more comprehensive beauty solution to their clients, combining hair care and skincare under one distribution network. The partnership leveraged the trust and familiarity already established with Davines, ensuring a smooth integration of Comfort Zone into EIDEAL's portfolio. By adding Comfort Zone to their lineup, EIDEAL responded to the growing demand for premium skincare products in their market, potentially securing exclusive distribution rights. This collaboration not only broadened EIDEAL's product range but also strengthened their position in the beauty industry, offering clients a holistic approach to personal care. The shared values of quality, innovation, and possibly sustainability between EIDEAL
EIDEAL x OLAPLEX
What made you partner with them? When I first heard about OLAPLEX's story - how they started in a garage in the US and grew to become the first and only patented bond-building brand - it really resonated with me. You see, EIDEAL had similarly humble beginnings. Back when I started, I was just one person who saw a need in the market for quality hair tools. I wasn't operating out of a garage, but the principle was the same - identifying a gap in the market and working hard to fill it.
What drew me to OLAPLEX wasn't just their impressive growth or innovative technology, though those certainly played a part. It was more about the shared spirit of entrepreneurship and the drive to solve real problems for hair professionals and their clients. OLAPLEX's commitment to being a salon-first brand also aligned perfectly with our values at EIDEAL. We've always prioritized the needs of hair care professionals, and partnering with a brand that shares this focus felt natural. At our core, we're still driven by the same passion that started us on this journey - to provide solutions that make a real difference in the beauty industry.
Partnering with OLAPLEX isn't about two brands coming together. It's about two companies that haven't forgotten their roots or their original mission. Together, we hope to continue innovating and serving the needs of hair care professionals and their clients, just like we set out to do from the very beginning.