INFEATURE
THE MUK UPDATE MUK FOUNDERS JANELLE AND SCOTT REYNOLDS FILL US IN ON EVERYTHING MUK THROUGH THE LAST FEW YEARS, NOW AND BEYOND.
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eloved global hair conglomerate muk Haircare is achieving big things, with new product looks, updating campaigns and a flurry of activity that all stays true to the easily defined core muk values. We’re here for the muk update, not just in packaging and aesthetic, but in what the brand’s up to right now and how they’ve traversed the last few difficult years to come out stronger and more stylish than ever. Sibling team and brand founders Janelle and Scott Reynolds sat down with us to give us all the intel, on where the brand’s been and where it’s soaring to even greater heights. INSTYLE: WHAT WAS THE GENESIS OF THE REPACK INITIATIVE? Janelle and Scott Reynolds: muk launched in 2006 with one product, the Hard muk Styling Mud, and since then we have developed a complete haircare and styling range. The success we had with our packaging was unbelievable and, during the last sixteen years since we launched, we have developed a professional colour portfolio and electrical range, offering salons and consumers a 360-degree approach to haircare. We are a one stop solution. We always had it in our future to update the packaging, but we were so busy building the brand we didn’t have the time or resources. Over the last three years we have taken more time to work on the business, rather than just in it, and think about what the best path would be in the future. We knew the life cycle of the current packaging was coming to an end and hairdressers and consumers wanted something new and different from us. The question was how we could execute a repack without losing the core essence of the brand. From there we engaged our creative 66 INSTYLE
agency who worked on the original packaging to come to us with the solution. IN: WHAT ARE THE MAIN FEATURES OF THE REPACK? J&SR: The Aluminium – it’s infinitely recyclable. The muk packaging choice of aluminium has kept products safe for use, as well as being ahead of its time as a recycling hero. As an infinitely recyclable packaging choice, it was a no brainer to stay with aluminium, we have just updated it to a brushed aluminium for a modern aesthetic and to suit the colour palette. The colours are also a new feature. With so many customers recognising our products by colour, we’ve kept the colours but just given them an update. Instead of bright shades, we have now chosen pastel hues. The tubes have also been updated with a matte grey background and colour panel to complement the aluminium, so there is a cohesive element. The product formulas are tried and true. There is no change to our formulas. It’s the same muk inside with a new look outside. The products remain PETA approved. As hopelessly devoted animal lovers, it has always been important that our products are not tested on animals. As our formulations are the same, there are definitely no changes there.
