Frenzy over new $25 Coles product

But every now and again a diamond stands out on my FYP (the TikTok equivalent of a news feed) and makes me hit “add to cart”.

A video of woman using what looked like a mascara wand to tame her flyaway hairs did exactly that.

I had no idea what the product was, but after slicking it across all her loose tresses, she was left with a gorgeous, sleek style.

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If you’re a regular at The Beauty Diary, you’ll know I have fine hair that makes styling my locks notoriously tricky.

Ponytails are particularly troublesome for my thin strands. They never stay put and their light, somewhat fluffy, nature makes them puff outwards “like devil horns” as an ex boyfriend once brutally told me.

I’ve tried countless things over the years to hold them in place, from gel to hairspray. But products were always too heavy and left my hair greasy.

Not even the hairspray and toothbrush trick that celebrities swear by worked. It would look great at home, but as soon as I stepped out into the elements, all my handiwork was undone.

So having a slick ponytail was something I had long given up, only tying my hair up at the end of my wash cycle as the natural oils held my flyaways better than when I had freshly cleaned hair.

That’s why this TikTok video of a woman raving about a pink tube called a “Slick Stick” instantly caught my attention.

Naturally, I had to try it for myself, and ever since that pink envelope landed in my mailbox, I’ve been blown away.

The mascara style wand is able to comb through the hair as you swipe the product on, ensuring hair is coated to keep it in place.

But it doesn’t leave hair sticky or heavy.

While it definitely looked good, I wasn’t fully convinced it had changed the hair game for me until I stepped outside wearing it for the first time.

It was a chilly autumn day before Sydney’s lockdown begun and was incredibly windy. As the wind knocked me around on my morning commute to work, I honestly thought there was no way it would hold in place.

However I was pleasantly surprised when I caught a glimpse of myself in the office mirror. It stayed in place all day and didn’t stop holding until I brushed my hair out that night.

After, there was no residue left and my hair felt clean and light.

I am by no means the only fan of the nifty hair product, designed by Melbourne woman Mia Plecic.

Since Slick Hair Company launched in November 2019, it has gone from strength to strength, most recently landing a deal for its cult product, the $24.95 item to be stocked in 840 Coles stores from August 16.

The item has already begin rolling out, with social media users sharing snaps of it stripped from their local supermarket.

Ms Plecic said it was “surreal” seeing her product stocked on supermarket shelves less than two years after she launched it.

“We had such a positive response saying it is now easier for them to purchase direct from Coles and an influx of DMs from people found it at Coles,” she told news.com.au’s The Beauty Diary.

“Knowing that the Slick Stick is in over 840 stores Australia wide is just the most surreal feeling ever.”

Mia credits solving a solution to an everyday hair problem for its success, revealing she had struggled to achieve a sleek look without weighing down her own hair, so created a product to fix it.

“I’ve always struggled with pesky baby hairs and loved creating super slick hair styles but struggled using hairspray as it would leave me with oily and dirty hair,” she explained.

“The Slick Stick allows me and many other women to achieve desired hair styles without leaving their hair oily.

“It is also perfect for those who style their hair down but get those pesky baby hairs that stand up. It simply lays them down and gives you a super slick hair style.”

Ms Plecic said she is able to sell the product at an affordable price by using influencers and organic social media as her marketing strategy, a gamble that has paid off.

On TikTok, videos featuring the baby pink tube, have clocked up thousands of views – many praising the nourishing, vegan formula that is made with jojoba and evening primrose.

With one Slick Stick selling every 4 minutes globally, it has cemented itself as a hair staple in many women’s beauty cabinets, and Ms Plecic has her sights set on expansion.

“We have an exciting new product launching on August 25th which we’ve been working on for over 12 months,” she said.

The Healthy Hair Masque “diversifies” the company’s 100 per cent natural, cruelty free, vegan friendly, paraben free, sulfate free offerings, which already also include silky scrunchies, hair clips and branded merchandise.

“Everything is Australian made and this will be the first product of many in the haircare space.”

This column is not advertorial content. Every review is independent, honest and ad free.

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