Without much fanfare or grand claims, a France-based Polynesian brand is redefining haircare, benefitting not only customers but sea turtles as well.
Close your eyes for a moment and think of Polynesian women. Gauguin’s figures on canvas, or perhaps dancers on Instagram, it does not matter. Chances are the first image that comes to mind is their long, dark, luxuriant hair. What if their beauty secret could be bottled? It turns out it can, and Janick Ducret, a Tahitian native now based in France, has done just that. Hinaiti, her haircare line, is already generating genuine enthusiasm, and for good reason.
In the Western market, saturated with haircare products, finding the right formula is not always straightforward. Today, the criteria go far beyond hair type alone. Is the product made in France, or at least in Europe? Are the ingredients largely natural and ethically sourced? Does the brand respect the environment? Does it “give back”? These are now decisive questions for informed consumers.
Hinaiti meets every one of these expectations, without exception. The brand has made natural formulations and sustainable processes its priority. The result: rapid success in a highly competitive market.
Founder Janick Ducret (pictured above) offers a simple explanation: she remains true to her roots. She grew up in Tahiti, where women’s luxuriant hair symbolizes a deep connection to Polynesian nature.
With over a decade’s worth of experience in beauty marketing, she partnered with her husband Hervé Ducret – a haircare expert himself with a strong background in major groups and international premium brands in France – and quickly identified a niche: a premium haircare brand combining the purity of Tahitian ingredients with the latest scientific developments to deliver natural, high-performance formulas. Yet while her background establishes her as a cosmetics expert, her approach is also something more… almost spiritual, as we discovered in our conversation.
You are from Tahiti and now live in France. Could you tell us about the path that brought you here?
I was born and raised in Tahiti and, after completing a law degree at the University of French Polynesia, I moved to Montpellier at the age of 20 to pursue a Master’s in notarial law, followed by the Higher Diploma in Notarial Studies.
Over time, however, I discovered that business was far more aligned with what drives me. I spent twelve years working in the distribution of cosmetic brands in France, an experience that confirmed my interest in brand development, client relations, and the world of beauty.
Eventually though, I felt the need to reconnect with Polynesia and to develop a project that would highlight its values, its unparalleled natural environment, its joie de vivre, and its culture of sharing.
Courtesy Hinaiti on Instagram
How did you become interested in haircare?
I have twelve years’ experience in distributing international beauty brands, mainly in haircare. I also became deeply interested in the field in order to recover the quality of hair I had when I was younger, which I gradually lost after moving to France. After trying almost every brand on the market – first conventional products, then organic, then natural – I realized there was still a long way to go. Products that met all the criteria simply did not exist: formulas combining naturalness, exceptional ingredients, and long-term performance.
What was the very first concrete step that turned your haircare line Hinaiti from an idea into a project?
The very first step was finding the brand name – one of Polynesian origin, of course, to immediately transport us to the Pacific islands, but above all a name with a genuine connection to the brand’s story. Hinaiti means “Little Hina.” The legend of Hina giving birth to the very first coconut tree, and coconut oil is a flagship ingredient in our regenerating range. Hina herself is a sublime Polynesian goddess, always depicted with long, magnificent hair, shiny and strong. Hina was fleeing an arranged marriage when the god Hiro was dazzled by the light of her sunlit hair. He protected her and killed the eel prince who was pursuing her. But before dying, the eel’s head prophesied:
“One day, all men will kiss me on the mouth in gratitude.”
When Hina inadvertently set the head on the ground, the first coconut tree sprang forth. During a great drought, people discovered that each coconut bore three marks resembling eyes and a mouth. To drink its water, they had to press their lips to this face.
The prophecy had come true.
That’s a lovely folktale. Coconut is indeed known for its hydrating properties. What else do your products contain, without revealing the exact recipe?
Organic virgin coconut oil from Polynesia is a key component. It is of absolute purity, as the coconuts come from the unpolluted coral soils of the Tuamotu islands. I also use other rare ingredients such as black pearl powder, known for its remineralizing properties. More than 97% of my ingredients are natural in origin and of very high quality.
Do you see Hinaiti expanding beyond haircare?
For now, the focus is on developing complementary haircare products requested by both hair professionals and consumers, notably a thermo-protective dry oil scheduled for launch in autumn 2026.
Tell us about the sustainability initiative you support through your product sales. What is Fenua Love, and why this cause?
Fenua Love is an association created to donate 2% of Hinaiti’s turnover to organizations committed to environmental preservation. Through it, we can support turtles, coral reefs, and coastlines. More broadly, we prioritize actions that protect lagoons and marine ecosystems. In Polynesia, it is simply natural and essential to care for our planet. We draw on the richness of Polynesian nature for our products, so it is only right to give something back to nature.
Do you work with hair salons? Where can our readers purchase your products?
We primarily work with hair professionals – salons, head spas, and specialized retail outlets. The Hinaiti regenerating range is available in partner salons, through the Pro Coiffure network, and on our website.
Is there anything else you would like to say to our readers, or that you would like them to better understand about Hinaiti?
With Hinaiti, I would like women not only to regain exceptional hair quality, but also to enjoy a true experience… an invitation to escape into the Polynesian world, to rediscover the beauty of simple things, and to reconnect with nature and the essence of human sharing.We primarily work with hair professionals – salons, head spas, and specialized retail outlets. The Hinaiti regenerating range is available in partner salons, through the Pro Coiffure network, and on our website.
Today’s conscious consumers appreciate that quality and a responsible production process come at a price. Hinaiti therefore neither competes for mass-market shelf space nor positions itself as luxury for luxury’s sake. Rather, the company wants to offer a premium haircare line at a fair price and share a philosophy. It speaks to the heart and mind in equal measure – by drawing on the image of a Tahitian goddess with enviably beautiful hair, and by setting ethical standards of mindfulness, respect for nature, and sustainability. And judging by Hinaiti’s success, its message is clearly heard and understood.
PHOTO CREDITS
- All photos and logo courtesy and © Hinaiti
- Instagram post as credited
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