Umberto Giannini, the curly hair specialists, has received fresh finance to boost expansion.
The support from Lloyds Bank will be used to allow the British brand to enter new international markets, including Ireland, the Netherlands and Australia.
Supply chain disruption will also be addressed, said the brand, as the additional cash flow will enable Umberto Giannini to hold more stock to keep up with demand.
Founded in 1998 by the late celebrity hair stylist Umberto Giannini and his partner Claire Shread, the brand is now a B Corp certified company and is stocked at Boots, Next, Waitrose and Lookfantastic.
Shread said that the latest investment will support "how our products are made, and where they will go".
"We’ve already achieved so many of our environmental goals, but a personal ambition of mine is to see our packaging become both 100% recyclable and recycled, while remaining affordable and accessible to our diverse customer base," she continued.
Lloyds Bank's Relationship Manager for SME Banking, Tony Hanley, added: "Umberto Giannini is an incredibly impressive Midlands-grown business which is growing rapidly despite current market and supply chain challenges.
"The business also remains committed to maintaining the highest ethical and environmental standards, an approach we not only support, but hope to see from more businesses."