6 months ago
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When the pandemic hit, model Anastasia MacKay saw an opportunity to give her hair the TLC it never got on set. That led to a shopping trip where she noticed a “big gap” for brands that made textured hair care feel luxurious, she said. Soon after, she launched her brand Lobie, which means “love” in Surinamese, one of MacKay’s native languages.
“I saw the products I’d used since I was a little girl — they work great, but they’re gaudy, so I’d always hid them in my cupboard,” she said, regarding her trip to the hair-care aisle. “And the beautiful brands I do like never worked for me because they were never specifically tailored to textured hair.”
Her first step was to link with a research lab, which she found in her home of Los Angeles. She then developed the brand’s inaugural product, the $40 Peptide Leave-In Mask, which launched direct-to-consumer on Tuesday. The company is self-funded by Anastasia MacKay and her entrepreneur husband, Ross MacKay — he also founded the beverage brand Cadence and plant-based chicken brand Daring Foods. Ross MacKay is a silent partner in the business.
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