I wanted to create a full routine that works together
Matic identified a market gap after years in the hair industry, noting most brands only address shampoo, not complete oily hair routines. Orchard Maine's formulas use celery seed extract, ceramides, quinoa protein, and hyaluronic acid to control oil while maintaining hair health.
- Daniela Matic, 21, launched Orchard Maine on Wednesday
- Started in hair industry at age 15
- Shampoo uses celery seed extract; conditioner uses ceramides, quinoa protein, hyaluronic acid
- Initial launch includes shampoo, conditioner, two combs, cosmetics bag
21-year-old Perth hairdresser Daniela Matic launches Orchard Maine, a new hair care brand targeting oily hair with complementary shampoo and conditioner formulas developed with cosmetic chemists.
Daniela Matic was fifteen when she started working in hair. By twenty-one, she'd noticed something that most people in the industry seemed to miss: the problem of oily hair wasn't being solved, it was being half-solved. Brands made shampoos that worked. They made conditioners that felt good. But they rarely made both things work together, which meant clients kept coming back with the same complaint—hair that felt clean for a day, then heavy, then greasy again.
Matic decided to fix it herself. On Wednesday this week, after years of research, testing, and consultation with cosmetic chemists, she launched Orchard Maine, a hair care brand built around a single insight: oily hair needs a complete routine, not a partial one. The debut collection includes a shampoo and conditioner designed to function as a pair, plus two combs and a cosmetics bag.
The shampoo uses celery seed extract to target excess oil production. The conditioner relies on ceramides, quinoa protein, and hyaluronic acid to hydrate the lengths without adding weight at the roots. It's not one magic ingredient, Matic explained—it's a combination of things working in concert. She'd watched cosmetic chemists figure out how to keep hair feeling healthy and looking shiny while actually staying oil-free. Most brands, she said, focus only on the shampoo side of the equation. "Even if you're using the right shampoo, using the wrong conditioner can still weigh the hair down and make it become oily faster," she told PerthNow. "I wanted to create a full routine that works together rather than just sorting half the problem."
At twenty-one, launching into one of the most crowded industries in beauty is objectively daunting. Matic knows this. She also knows that waiting for the perfect moment to start would mean never starting at all. "Being 21 is scary at times, but it's also the best time to chase something you truly believe in," she said. "I knew if I kept waiting for the perfect time, I would never do it, so I decided to take the risk and back myself."
Orchard Maine is just the beginning. Matic has already sketched out a larger vision: a brand people genuinely connect with and trust, one that eventually expands beyond oily hair into other hair concerns. She wants it to be globally recognized, known for products that actually work and make people feel confident. The oily hair category is where she's starting, but it's not where she plans to stop. For now, though, she's focused on proving that a twenty-one-year-old hairdresser from Perth can identify a real gap in the market and fill it with something people actually need.
Notable Quotes
Even if you're using the right shampoo, using the wrong conditioner can still weigh the hair down and make it become oily faster.— Daniela Matic
Being 21 is scary at times, but it's also the best time to chase something you truly believe in.— Daniela Matic
The Hearth Conversation Another angle on the story
What made you realize this was a real gap and not just something you were noticing by chance?
I was working with clients every single day. The same conversation kept happening—they'd find a shampoo that worked, but then the conditioner would ruin it. Or they'd buy a whole system and it still didn't work. I realized I wasn't hearing about one product that solved it. I was hearing about the problem over and over.
Why did you decide to do this at twenty-one instead of waiting until you had more experience?
Honestly, I think being young was an advantage. I didn't have as much to lose, and I wasn't waiting for permission or the perfect conditions. If I'd waited, I'd probably still be waiting.
The shampoo and conditioner are the core, but you launched with combs and a bag too. Why those additions?
It's about creating a complete experience. If someone's investing in a routine that works for their hair, they deserve tools that match that quality. It's not just about the formula—it's about how the whole thing comes together.
What's the hardest part of launching a beauty brand this young?
The investment, both time and money. But also just the self-doubt. You're competing against massive companies with huge budgets. You have to believe in what you've made enough to push through that.
What comes next after oily hair?
I want to build the same way I did with this—by listening to what people actually need. There are other hair concerns that deserve the same thoughtful approach. But I'm not rushing. I want to get this right first.