One day, on a whim, Denis Simioni's wife Silvana dipped into a little brown jar of paste her Honduran grandmother had left in her bathroom, only to discover it instantly transformed and strengthened her dry hair.
Mr. Simioni did a little digging and learned the product's base is a kind of palm oil harvested exclusively by an indigenous Central American tribe named the Tawira, which translates to "people of beautiful hair."
The modern-day Canadian alchemist has since managed to turn the jar of mystery goop into a successful hair-care enterprise acquired this week by industry leader Estée Lauder Cos. Inc.
The New York-based cosmetics company announced on Monday it had purchased Ojon Corp., based in Burlington, Ont., for an undisclosed amount.
As a former advertising executive, Mr. Simioni recognizes a good story when he hears one. And the story he tells of how he developed a unique line of high-end shampoos, conditioners and styling products reads like an entrepreneurial version of the quest for the Holy Grail.
In 2000, he set out by boat and bush plane on a trek into the Central American rain forest in search of the tribe, who wear no hats because their 500-year-old formula supposedly protects their hair from the harsh sun.
"I found them, and it was a true story. I couldn't believe it, they all had amazing, beautiful hair," he said.
The Tawira showed Mr. Simioni how they hand-harvest the palm nuts of the ojon tree, which grows exclusively in the Mosquitia region's rain forest.
Mr. Simioni tested different concoctions incorporating the oil over the following three years, time he used to gain the trust of the Tawira and establish a kind of local co-operative to supply his company with ojon oil.
"We buy it direct from them, so we know the proceeds are going directly to them," he said, adding that his company has created thousands of jobs for the indigenous population.
One industry watcher said while he could not substantiate Mr. Simioni's tale, Ojon's products actually do deliver, according to tests conducted by Toronto-based Cosmetics magazine.
"[Ojon products] came back with flying colours," editor Dave Lackie said. "And I'm pretty skeptical about these things."
The product line was launched in December, 2003, on QVC, the American shopping channel.
Mr. Simioni felt television offered the best medium to highlight his product's prime selling point: a compelling story.
Ojon is now the top-selling hair-care brand on QVC, as well as on shopping channels in Canada and the United Kingdom, Mr. Simioni said. The line is also sold by specialty retailers and salons.
Mr. Simioni would not divulge Ojon's financial information, but industry analysts say the company's annual revenue is close to $48-million.
Mr. Lackie credits Ojon's quick success to its loyal customer base, which reportedly includes Hollywood actors Demi Moore and Scarlett Johansson. "It has a huge cult following, which is why Estée Lauder snapped it up," he said.
Another factor in the acquisition, Mr. Simioni said, was Ojon's exclusive right to distribute products with ojon oil.
Mr. Lackie said the fact that no ojon knockoff products have appeared on the market back up the claim that the ingredient is exclusive to the company.
Tim Shufelt