Hair care brand Rehab has launched in Selfridges as it aims for international expansion

The brand offers a range of vegan cruelty-free products such as shampoo and conditioner sheets and hair oil capsules designed to promote healthier hair.

It was founded in 2022 by Vicky Ellis and Anastasia Tozer, with television presenter Stacey Solomon joining as a business partner in 2023.

Both women have had over 15 years experience in the beauty industry and were inspired to set up Rehab to “break boundaries and offer innovation” in haircare. 

Rehab operates their own website as well as currently stocking with Harrods’ H Beauty.

The milestone of launching in Selfridges was a year in the making as the founders had to work with the department store on timings, product selection, product development, and how they wanted to set up the launch.

Ellis and Tozer told Retail Week: “Selfridges has been on our vision board since the very beginning of Rehab, and now seeing our products on the shelves in Oxford Street—a place we’ve both visited for years as consumers—is surreal. It truly feels like a groundbreaking moment for our brand.”

The founders are also hoping to expand to become available in various stores across the world to become a household name.

They continued: “Our dream is to expand into international markets and have Rehab available in stores around the world. We’re actively working on this behind the scenes, but for now, we’re taking a moment to appreciate that we’re stocked in Selfridges.

“Innovation is always at the heart of what we do, we’re constantly brainstorming new products and refining existing ones. If something doesn’t resonate with our customers, we listen and improve. 

“If they love it, we double down to make it even better. We couldn’t be here without their support, and we’re so excited for a whole new audience to discover and experience Rehab.”