SYRA Hair: the brand turning haircare into a mindful ritual

Imane Birkani didn’t set out to build a beauty brand. Not at first. During the quiet, uncertain months of the pandemic, she began documenting her own hair-loss journey. A deeply personal story shaped by genetics and hormones, and one she had carried since puberty. What started as an online diary slowly grew into a community. And from that community came SYRA, a brand rooted in science, self-connection, and the belief that haircare is more than a routine. It’s a ritual.

A New Hair Routine to Prevent Hair Loss

When Imane launched her first product, a simple hair oil paired with a dermaroller, there was no grand marketing plan. Just honesty, medical research, and the desire to help women who were experiencing the same disconnection she once felt herself. But the response was immediate. Her YouTube audience stretched across the UK, US, Canada, and elsewhere, and with it came a signal: there was space for something new.

So she built it.

After two years of development, SYRA officially launched in March 2025 with a fully branded, fully formulated collection designed and made in the UK. Today, the range spans nine products across a five-step ritual, each addressing a specific hair or scalp concern. Some are natural, some organic (the tea is already certified), but certification for the full line will follow once the brand scales further. For now, SYRA remains proudly self-funded, shaped by capital from Imane’s former ventures in finance and real estate.

Holistic Hair Ritual

What sets SYRA apart in an increasingly crowded hair-growth market isn’t just the better-for-you formulas. It’s the holistic philosophy behind them. Imane pairs potent natural actives like turmeric, wild olive tree extracts, and Vytrus Biotech's plant stem cell technologies, with an emphasis on inner wellness. Haircare, she argues, starts within. Hence the hormone-balancing tea. Hence, the focus on rituals, not quick fixes.

Then there’s the tool: SYRA’s signature micro-needling device. Unlike traditional rollers lined with needles, this one uses a metal disc with tiny “knife-like” micro-edges. It is just uncomfortable enough to activate the skin’s natural healing process. It stimulates collagen production and wakes up dormant follicles, supporting hair regrowth without the aggressiveness often associated with needling devices.

Beyond Biology

But SYRA’s mission stretches beyond biology. Imane talks about SYRA as a space, an invitation for women to reconnect with themselves. The name itself means “traveller” or “explorer” in Arabic, mirroring the emotional journey so many consumers experience when dealing with hair loss. Her messaging leans into ritual, from the brand’s heat therapy inspirations to the midnight routine she describes as “a date night with yourself.”

Indeed the "midnight ritual "offering 5 products, from a scalp scrub, to an hair oil, a hair tea (to drink) as well as a silk veil to cover the hair for the night and candle for a soft send-off to sleep.

The aesthetic follows the same philosophy: gold foil details that nod to sunlight, textures that feel soothing rather than clinical, and even a 100% mulberry silk bonnet anchoring the Nourish step of the ritual. Everything is intentional, immersive, and slightly slower by design.

Haircare as a category is still tucked away at the back of most shops. Results take time. And patience. And a bit of emotional stamina. Imane wants to rewrite that. 

Her ambition is clear: to carve out a new space in beauty: a soulful intersection of wellness and haircare she calls “soulfood beauty.” 

She wants SYRA to become one of the fastest-growing haircare brands in the UK, owned by its community, strengthened by TikTok, Instagram, and YouTube, and eventually available on retailer shelves like Sephora.

For a brand that began almost by accident, SYRA has the makings of a movement: slow beauty, intimate storytelling, biotech-powered natural ingredients, and a founder who turned vulnerability into vision.

Sustainability

Sustainability sits quietly but intentionally at the core of SYRA. Imane didn’t build an “eco brand” in the traditional sense, but rather a system of choices that feel rooted in responsibility. The formulations lean on biotech ingredients, reducing pressure on land-intensive harvesting while delivering consistent potency. Many of the natural extracts are traceable, and the brand’s slower approach to product launches means nothing is rushed for the sake of trend cycles. Packaging details, from gold foil used thoughtfully to the long-lasting ritual tools, reflect a mindset of durability over disposability. Even the hormone-balancing tea offers a low-impact way to support inner wellness.

It’s a sustainability that mirrors Imane’s philosophy: deeply considered, quietly rigorous, and grounded in long-term care rather than quick wins.