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From Inconsistent to Unmissable: KOOSHOO's Two-Year Brand Glow-Up

Flat lay product photography of KOOSHOO plastic-free crochet hair ties, bracelet hair ties, and everyday headband in natural tones on a linen background

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Service — Done For You Social Media Management

About KOOSHOO

KOOSHOO is an ethical hair accessories brand founded by Jesse Schiller and Rachel Evans — a couple based on Norfolk Island, a remote Pacific island with deep Polynesian and Tahitian roots, located between Australia and New Zealand.

They didn't set out to build a hair accessories company. They set out to prove that plastic didn't have to be part of the everyday products people reach for without thinking. They did it by creating product categories that hadn't existed before: plastic-free, organic cotton hair ties and accessories made with certified fair trade and GOTS-certified materials, designed in collaboration with artisan partners in Japan and India.

What makes KOOSHOO genuinely unusual isn't just the product ethics but also where the brand comes from. Norfolk Island's endemic plants, landscapes, and culture directly inspire every design. That sense of place is woven into the brand's DNA in every single way.

Analytics dashboard showing KOOSHOO Instagram growth over 24 months: 29,110 followers (+31.74%), 793,040 impressions (+3,842%), 31,540 interactions (+514%)

Since 2012

The problem KOOSHOO came to solve

When Jesse and Rachel first came to Green Socials, KOOSHOO had a brand worth telling stories about, but the social media operation wasn't keeping pace with that story. The gaps were clear: inconsistent posting frequency, uneven branding across digital channels and their physical retail presence, and underperforming direct-to-consumer traffic from social.

They needed a team that could show up consistently, build a coherent editorial identity across platforms, and translate a genuinely complex brand (rooted in ethics, place, and craft) into content that actually converted. Not just content that looked good. Content that built a community willing to pay attention, and pay for the product.

Why we wanted to work with KOOSHOO

Rachel and Jesse represent something rare in conscious business: they didn't rebrand an existing product as sustainable but INVENTED the category. Plastic-free hair accessories didn't exist before KOOSHOO’s launch in 2012. They also spent years ensuring the entire supply chain held to the same standard they set at the start.

That level of integrity in an industry where greenwashing is rampant is worth amplifying. We also knew that Norfolk Island itself was an untapped content asset. A remote Pacific island with its own language, its own ecology, and its own identity as the birthplace of a genuinely ethical brand: there are so many storytelling paths we could create from it. You just have to show up and tell it properly. We wanted to be the team that did.

What we built together

Over 24 months, the collaboration deepened from content management into full brand storytelling across Instagram, Facebook, and LinkedIn: with strategic giveaways, ManyChat automations, and a Norfolk Island content trip that Valentine made in person to capture the brand at its source.

Key moments from the partnership:

The Netflix placement. Kristen Bell was spotted wearing KOOSHOO scrunchies on Nobody Wants This, Netflix's hit series. This wasn't paid. It happened because KOOSHOO had spent years building a coherent, credible brand presence, and that presence made the PR conversation much easier when it came time to open Hollywood doors. The social content we created around it amplified the moment across the community and drove a significant new wave of followers and brand interest.
The Norfolk Island tariff crisis. When Norfolk Island was placed on the US tariff list, Jesse and Rachel were interviewed on Canadian and US television. We helped turn a business crisis into one of the brand's most authentic moments. Community rallied, trust deepened, and the behind-the-scenes honesty performed far better than any polished promotional content.
The self-hosted Earth Day giveaway. Using ManyChat automations to manage entries, a KOOSHOO-only giveaway around Earth Day generated 279 comments, 124 likes, 10 reposts, and 85 saves: one of the strongest engagement posts of the year without any brand collaborations.