‘PUMP Haircare’ (www.pumphaircare.com) is an Australian hair products business founded in 2017, and the subject of a Private Equity investment in 2020 with Anacacia Capital (www.anacacia.com.au). The business is a creator of high quality, professional hair and beauty products centred around a strong E-Commerce based ‘Go To Market’ - 'owned' and 'third party' – sold direct to Consumers and Salon Professionals. The ‘PUMP’ range is targeted to address a range of consumer needs (e.g. curly hair, longer hair and lashes). Products are made in Australia with natural ingredients and use 100% recyclable and environmentally friendly packaging. There is a strong focus on innovation around packaging, product formulation and consumer experience. The Anacacia Capital Private Equity investment is enabling a ‘scale-up’ to a global footprint through a variety of distribution channels across Ecommerce and ‘bricks and mortar’, while preserving differentiated consumer experience, strong brand equity and business value growth through careful choices in ‘Go To Market’ routes. Vegan, Australian made, carbon neutral packaging and a high level of consumer-centric innovation differentiation around formulations/packaging/usage occasions drive value and growth. Web: www.pumphaircare.com Instagram: pumphaircare Facebook: Pump Haircare Anacacia Capital: https://www.anacacia.com.au/portfolio.html#current_portfolio Australian Financial Review profile: https://www.afr.com/street-talk/anacacia-capital-pump-ed-up-for-haircare-buy-20201124-p56hck