During a trip to Vietnam, Zohar Paz, cofounder and chief executive officer of Pai-Shau, discovered an ancient bathing ritual that used tea. When the ceremony ended, Paz was determined to bring it back to North America.
And he did with his new hair-care line, called Pai-Shau. Launching exclusively at select salons at the end of May, it will fully roll out by October. Pai-Shau, which comes from the Portuguese word for passion, includes five stockkeeping units — a serum, shampoo, conditioner, mask and styling cream — and consists of the company’s signature exotic tea complex, a mix of black tea, green tea, pu-erh tea, white tea and African red leaf tea. The blend, which is infused in all the products, is said to help increase shine, strengthen and rebuild elasticity.
“I left Moroccanoil and I knew I wanted to stay in beauty,” said Paz. “I wanted to create something different and bring something new to the industry.”
To that end, the hero product is a serum called Biphasic Infusion that is said to rejuvenate hair from the inside and out. It contains the highest concentration of the company’s signature complex in addition to rice amino acids and oat protein.
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“We’re intensely infusing and hyper saturating the hair and sealing it on the outside,” said Paula Cramer, vice president of sales and business development at Pai-Shau. “This means we get longer hydration and a better result.”
Meanwhile, Paz claims that when he spoke with his chemist he told him there was no budget and that quality was most important. “All of our products in the future will be with no budget,” he declared.
While that may be comforting to some consumers, a brand can still be high-quality even if it has a budget.
With items priced from $26 to $45, Pai-Shau could do $16 million to $18 million in its first year at retail in the U.S.
But the brand won’t stop at products. Paz has established a nonprofit organization called Passion for Life Foundation, which will allow consumers to enter a quarterly contest and the winner will be awarded $50,000 to pursue their passion, whatever it may be.