Cousins 24 and 21 take the reigns of Daily Naturals their parent’s aging hair-care company
Anna Gelasakis, 24, and her cousin Sophia Centofanti, 21, grew up on the Dresslier office floor – leaving them with an incurable haircare obsession and passion for business
Two young women have revealed how they took the reigns of their parent’s ‘ageing’ hair-care company to give it the ultimate glow-up: inside and out.
Anna Gelasakis, 24, and her cousin Sophia Centofanti, 21, grew up on the Dresslier office floor – leaving them with an incurable haircare obsession and passion for business.
Sophia’s parents, Mary and John Centofanti, own Dresslier, her mum was just 15 when she got her first job in the family-owned company before buying out the old owners in 2008.
And up until now the power couple have had creative control of all of the brands produced by the parent company, including salon brand Davroe.
But 18 months ago they decided to hand creative control of their at-home brand, Daily Naturals, over to the younger generation.
Speaking with FEMAIL the two young women explained how they worked huge hours to make their parents proud, and give the brand a much-needed face-lift.
‘It is a brand that has been around for a while, 13 years actually, it was at the forefront of haircare at its time, and while we were still proud of what was in the bottle we know that technology has come a long way since then,’ Anna said.
‘We knew it could be updated, to reflect our customer’s desire for clean haircare, and to even make it foam better and smell better,’ she said.
The cousins, who say they are ‘more like sisters’ said they were on the same page throughout the project – and planned to create something that would stand the test of time.
The cousins, who describe themselves as being more like sisters, have been working together – in and out of the company since they were toddlers
They were thrilled with the result of their rebrand – noting it is sophisticated and clean
‘We stood by the same things, had the same early vision of how things would look and were confident we were on the same path,’ Sophia said.
Anna added: ‘We know what is in the bottles is fantastic, it looks cool and stands out on the shelf, so we are very happy.’
And while they wanted their re-formulated, re-branded bottles to appeal to their own generation they realised it was important to keep their old customers too.
‘The old packaging didn’t do much for the younger market,’ Sophia said.
The cousins were given complete creative control which meant the advertising campaign and product shots were in their hands
‘We know people care about how looks bathroom and next to other products. It needed to be cool, sophisticated and clean,’ she added.
So they made mood boards, worked with staff on the floor and ran their ideas past the older generation to come up with a line they are proud of.
‘It was a natural transition for us to go into this space – and Mary and John have been so supportive – they trust us and just wanted us to be happy with every decision,’ Anna said.
The shampoos have been reformulated to take out the silicon and other products.
They came up with a ‘clean’ design they believe will ‘look good’ in people’s bathrooms and also changed the formula
‘We took silicon out because market research shows it is something some people are looking to avoid. But we want to make clear it isn’t a bad ingredient – and other Dresslier products use it – we just decided to take it out of our shampoo and conditioners.’
They also plan to add new products to the Daily Naturals banner – and laugh at the idea of giving creative control back to their parents.
‘They came to us with a lot of confidence, after all Anna and I have been in the industry since birth, but this is our baby now and we are keeping our hands on it.’
Sophia ‘went full time’ in the family business in 2019 – while Anna has been there for five years.
They said they were thrilled with how the range came up when they were finally bottled and photographed
The old packaging hadn’t been changed for 13 years
But they have been helping out for much longer – both revealing they spent their childhoods at the family-run company.
They both worked their way through admin positions like filing and answering the phone before being trusted with the critical job of rebranding.
‘Lots of our family work here but we are the only two to be given this opportunity – the design of all of the Dresslier products is done by Mary and John,’ they said.
The new-look bottles launched in June – marking the end of a big 18 months.
The cousins say they won’t give creative control back to the older generation and have instead claimed the company as their baby
‘We were really taken aback by how many people reached out to us to let us know they love the new look,’ Anna said.
While both admitted seeing their own work in the shower is ‘surreal’.
There are currently 11 shampoo and conditioners in the range, with some treatments in the works.
The cousins said they are proud of their chosen colour pallet – noting the blue was the first to be given the green light.
The rest of the colours fell into line with that.
‘We are so happy with the colours we landed on,’ Sophia said.
The company has seen an increase in sales since the new packaging was unveiled – however it is too early tell how effective their rebrand will be long term.