The burgeoning sauna industry is attracting entrepreneurs.
Sierra Canham, University of Minnesota graduate student & sauna enthusiast, noticed how hot saunas resulted in dried out hair.
“I started my own sauna practice a few years ago & loved the benefits but I found it was really taking a toll on my hair,” she says. “I couldn’t find any product on the market for that purpose, so I decided to create my own.”
Her brand, Saint Lucie (pronounced: Lucy), touts a first-of-its-kind sauna serum, created to protect and nourish hair and skin for sauna enthusiasts.
Sierra isn’t alone. The New York Times recently reported that the sauna industry is projected to grow exponentially, up from $390 million in 2023 to $526 million by 2028, creating a market ripe for opportunity. It will undoubtedly be a space to watch in coming years.
Saint Lucie serum was launched in 2024, in the midst of a sauna Renaissance and designed specifically for sauna enthusiasts. It has six simple ingredients, jojoba, rosehip, sunflower seed, rosemary extract, clary sage and grapefruit. “It’s light and soaks in quickly. It’s also hardy and nourishes the hair in high temperatures,” Sierra explains. “People are loving how it protects and makes their hair feel, as well as the scent!”
Saint Lucie is on sale for $22 right now. You can check it out here and follow along on Instagram @shopsaintlucie
