MOF worked closely with Tangle Teezer to help premiumise the brand with the design of a unique customisation engine that allows users to alter colours, add photos, and make their hairbrushes unique.


Tangle Teezer is a hugely loved hair detangling brand. The business originally appeared in DragonsDen, before expanding rapidly to a current turnover of close to £50 million. Aside from collaborations with the likes of Lulu Guiness, they have also garnered the public affections of everyone from Cara Delevingne to Victoria Beckham and won multiple accolades, including the Queens Award for Enterprise Innovation, and for International Trade.

Scope & Challenges

The brand approached MOF in a time of considerable change. Not only were they scaling rapidly, they were also looking to premiumise their brand. As well as telling the brand story, the eComms, PR and social teams needed a flexible digital framework that would keep up with their fast paced editorial, partnerships strategy and PR initiatives. This was in preparation for an aggressive international expansion — one where the team were keen to prioritise a direct to consumer, digital-first strategy to preserve margins and build equity in their owned properties.


We worked closely with the brand to launch a new Magento 2 platform. As the platform was new to market at the time of launch we built a number of proprietary modules and integrations, which ranged from Sage and Dynamics ERP, through to more front-end, editorially focussed extensions.

In order to engender loyalty, this function, which allows the brand to sell both Mix & Match and Personalised products, offers a unique user experience which cannot be replicated in any other channel.


Tangle Teezer has seen 66% revenue growth online. For social proof, a Feefo review integration resulting in 4.6/5 demonstrates both product and purchase experience are turning customers into fans.

The site was a finalist for the “Best Health & Beauty” category at the eCommerce Awards 2017.

The Relationship

The new site has allowed the company to focus on an aggressive international growth. We now work with the brand to optimise their conversion funnel and content strategy, as well as delivering bespoke assets and site modifications to support campaigns (most recently with Disney). We have a close, ongoing relationship with Tangle Teezer, and are supporting across a raft of exciting new initiatives which are launching soon.