Why and how did a pharmacist dedicate himself to hair care?
In this post, our BRAVE. NEW. Hair Encyclopedia Lydia tells the story of the beginning of BRAVE. NEW. HAIR. The story is personal, funny, and inspiring. How does laughter and jokes lead to the creation of one of the most successful Bulgarian brands dedicated to conscious hair care? Lydia shares this personally:
“The idea for BRAVE. NEW. HAIR. happened quite naturally, in a home setting with friendly conversations at home. We often talked about “the struggle” and “coping” with hair, about the long hours in front of the mirror “wasting time” and the feeling that whatever we do with our hairstyle, it’s either in vain or the effect is temporary. Jokingly, we likened our hair problems to the “wet chicken effect,” a hairstyle in the style of “a burst boiler in the reeds,” or “come with me to the cave to scare the dragon.”
Following the principle “luckily it’s a joke so we can tell the truth” I realized that many of my friends had literally given up and refused to “fight” with their hair. They found salvation in always tying it back in a ponytail or bun. But that’s not a solution! In some cases, it’s even contraindicated.
Creating a good cosmetic product is not a sprint, but a marathon. I started following research and deepening my knowledge about ingredients with targeted action in different layers of hair and scalp, looking for solutions, for example, against quick scalp oiliness (which we called “wet chicken”), lack of hair volume, hair that resists styling (in our terms - “burst boiler in the reeds”), increased hair loss, etc. My goal, probably influenced by my pharmaceutical approach, has always been to find the root cause of the problem and seek a suitable combination of ingredients that have a targeted effect against that root cause.
It is logical to look for long-term solutions, not temporary masking. Gradually, I developed specifically targeted solutions for particular problems that achieve the desired effect. Subsequently, the snowball effect happened – more and more people shared their hair problems with me, and my team and I developed solutions.
The mission “to (re)love our hair” is aimed not only at its good appearance but also includes turning the “struggle” with hairstyles into a beloved and energizing ritual. Why hair care specifically? Because it is essential for everyone, not just women but men as well. I was also very inspired by an article that said hair is not just an essential part of our identity but also a sign of social success. It is part of a person’s individual story, meaning people often associate certain life stages with the specific hairstyles they had then. In many cases, you can tell what period of life a person is in by their hair. Therefore, I realize that in caring for our hair, we are not just caring for a “scalp outgrowth,” but for our self-confidence, self-definition, and the way we communicate and present ourselves. Hair has become an inseparable part of our personality and identity.“
Lydia’s constant research dedication, as well as her approach to product formulation, led to the fulfillment of one of her cherished dreams – having a cosmetic product she created included in the CosmoTrends innovation report at the world’s largest cosmetics exhibition, Cosmoprof Bologna. Not just once, but twice! Selected from hundreds of thousands of others, the products in the report also received a special place in the showcases of the "Walk of Fame" at the giant exhibition (photos – personal archive). BRAVE. NEW. HAIR. is the first Bulgarian brand included in the prestigious report and exhibited on the walk – first in 2019 with BRAVE. NEW. HAIR. Restore Therapy, also known as the Candy Set therapy, 
and then again in 2022 with BRAVE. NEW. HAIR. Liquid Light. The unique Liquid Light was also awarded the mark of "High Achievements in Innovation" as a finalist in the national competition "Innovative Enterprise of the Year", organized by the Foundation “Applied Research and Communications", ARC Consulting, and the European business support network Enterprise Europe Network–Bulgaria.
Lydia shares, however, that the greatest happiness motivating and encouraging her to continue seeking and finding solutions for our hair problems are the numerous positive reviews from those lucky ones who have found long-sought salvation for their hair.
“The idea for BRAVE. NEW. HAIR. happened quite naturally, in a home setting with friendly conversations at home. We often talked about “the struggle” and “coping” with hair, about the long hours in front of the mirror “wasting time” and the feeling that whatever we do with our hairstyle, it’s either in vain or the effect is temporary. Jokingly, we likened our hair problems to the “wet chicken effect,” a hairstyle in the style of “a burst boiler in the reeds,” or “come with me to the cave to scare the dragon.”
Following the principle “luckily it’s a joke so we can tell the truth” I realized that many of my friends had literally given up and refused to “fight” with their hair. They found salvation in always tying it back in a ponytail or bun. But that’s not a solution! In some cases, it’s even contraindicated.
Creating a good cosmetic product is not a sprint, but a marathon. I started following research and deepening my knowledge about ingredients with targeted action in different layers of hair and scalp, looking for solutions, for example, against quick scalp oiliness (which we called “wet chicken”), lack of hair volume, hair that resists styling (in our terms - “burst boiler in the reeds”), increased hair loss, etc. My goal, probably influenced by my pharmaceutical approach, has always been to find the root cause of the problem and seek a suitable combination of ingredients that have a targeted effect against that root cause.
It is logical to look for long-term solutions, not temporary masking. Gradually, I developed specifically targeted solutions for particular problems that achieve the desired effect. Subsequently, the snowball effect happened – more and more people shared their hair problems with me, and my team and I developed solutions. The mission “to (re)love our hair” is aimed not only at its good appearance but also includes turning the “struggle” with hairstyles into a beloved and energizing ritual. Why hair care specifically? Because it is essential for everyone, not just women but men as well. I was also very inspired by an article that said hair is not just an essential part of our identity but also a sign of social success. It is part of a person’s individual story, meaning people often associate certain life stages with the specific hairstyles they had then. In many cases, you can tell what period of life a person is in by their hair. Therefore, I realize that in caring for our hair, we are not just caring for a “scalp outgrowth,” but for our self-confidence, self-definition, and the way we communicate and present ourselves. Hair has become an inseparable part of our personality and identity.“
Lydia’s constant research dedication, as well as her approach to product formulation, led to the fulfillment of one of her cherished dreams – having a cosmetic product she created included in the CosmoTrends innovation report at the world’s largest cosmetics exhibition, Cosmoprof Bologna. Not just once, but twice! Selected from hundreds of thousands of others, the products in the report also received a special place in the showcases of the "Walk of Fame" at the giant exhibition (photos – personal archive). BRAVE. NEW. HAIR. is the first Bulgarian brand included in the prestigious report and exhibited on the walk – first in 2019 with BRAVE. NEW. HAIR. Restore Therapy, also known as the Candy Set therapy, and then again in 2022 with BRAVE. NEW. HAIR. Liquid Light. The unique Liquid Light was also awarded the mark of "High Achievements in Innovation" as a finalist in the national competition "Innovative Enterprise of the Year", organized by the Foundation “Applied Research and Communications", ARC Consulting, and the European business support network Enterprise Europe Network–Bulgaria.Lydia shares, however, that the greatest happiness motivating and encouraging her to continue seeking and finding solutions for our hair problems are the numerous positive reviews from those lucky ones who have found long-sought salvation for their hair.
