WILDE Haircare: Australian Botanicals Meet Luxury Hair Science on the Gold Coast

WORDS: Ocean Road Editorial Staff PHOTOGRAPHY Supplied

Founded by two-time Australian Hairdresser of the Year Oscar Cullinan, WILDE is the Gold Coast-born haircare brand harnessing the power of native ingredients — and redefining what premium, purposeful haircare looks like.

two-time Australian Hairdresser of the Year Oscar Cullinan

Born on the Gold Coast, Inspired by Byron Bay

There are beauty brands that talk about nature, and there are beauty brands that are genuinely rooted in it. WILDE is the latter — and the difference is evident from the first ingredient list.

Founded by Oscar Cullinan, the creative force behind the iconic OSCAR OSCAR salon group and a two-time Australian Hairdresser of the Year, WILDE emerged from a simple but compelling observation: that the Australian haircare market lacked a brand capable of combining the restorative power of native botanicals with the rigour of advanced scientific formulation. Oscar set out to close that gap.

The inspiration is deeply personal. The native flora of Oscar’s Byron Bay farm — Kakadu Plum, Wattle Seed, Lemon Myrtle, Hemp Seed Oil — forms the botanical backbone of the collection. These are not decorative inclusions. Each ingredient was selected for its reparative and restorative properties, chosen to strengthen, nourish and protect hair even under the particular demands of the Australian climate: UV exposure, heat styling, humidity and environmental stress.

A Collection Built for Real Hair, Real Conditions

WILDE now comprises more than twenty products designed to address every hair type and concern — from moisture and repair to blonde care, volume, texture and thermal protection. The range is proudly Australian-made, vegan and cruelty-free, formulated to defend against the environmental stressors that Australian hair faces daily.

Among the collection, one product has emerged as a standout. The Moisture Revive Oil is a lightweight, multi-purpose treatment that delivers intense hydration, smooths flyaways and leaves hair with a radiant, healthy shine. It is the kind of product that earns a permanent place in a routine — versatile, effective and unmistakably premium in its finish.

“All the ingredients that fill our sleek, aesthetically appealing products have reparative and restorative properties to help strengthen, nourish and protect the hair, even in harsh environmental conditions,” Oscar says. “WILDE is all about performance and passion.”

Inclusivity as a Design Principle

What distinguishes WILDE beyond its formulations is the deliberate attention paid to accessibility. Every product in the range includes Braille labelling — a detail that speaks to Oscar’s broader commitment to ensuring that luxury haircare is genuinely available to all, not merely aspirationally positioned that way.

Sustainability, ethical sourcing and support for local communities are woven through the brand’s philosophy with equal intention. These are not afterthoughts added to a marketing brief. They are foundational to what WILDE is — a brand that holds itself to a standard that extends well beyond the contents of the bottle.

Thirty-Five Years of Excellence, and a New Chapter

WILDE arrives as OSCAR OSCAR celebrates its thirty-fifth year — a milestone that gives the brand’s launch a particular resonance. It is not the work of someone entering the industry with something to prove, but of someone who has spent three and a half decades at its highest levels and arrived at a considered, confident vision of what great haircare should be.

That vision is now finding its audience well beyond Australia. With three new products launching this spring and European expansion planned before the end of 2026, WILDE is moving from its Gold Coast and Byron Bay roots into a genuinely global conversation about elevated hair wellness.

For a brand born from the native flora of one of Australia’s most beautiful landscapes, a world takeover feels like a natural next chapter.

Frequently Asked Questions

Where is WILDE haircare made? WILDE is proudly Australian-made, founded on the Gold Coast and inspired by the native botanicals of Byron Bay.

Who founded WILDE haircare? WILDE was founded by Oscar Cullinan, two-time Australian Hairdresser of the Year and founder of the OSCAR OSCAR salon group — one of Australia’s most respected luxury salon brands.

What ingredients does WILDE use? The collection draws on powerful Australian native botanicals including Kakadu Plum, Wattle Seed, Lemon Myrtle and Hemp Seed Oil, combined with advanced scientific formulation for high-performance results.

Is WILDE haircare vegan and cruelty-free? Yes. WILDE is fully vegan and cruelty-free, with a strong commitment to sustainability, ethical practices and environmental responsibility.

What makes WILDE different from other premium haircare brands? Beyond its Australian botanical formulations, WILDE includes Braille on every product — a genuine commitment to accessibility and inclusivity that is rare in the premium haircare market.

Where can I buy WILDE haircare in Australia? WILDE is available through the OSCAR OSCAR salon network and online. European expansion is planned before the end of 2026.