Supermarket giant Tesco has reported a complete sell-out of Welsh rugby sensation Louis Rees-Zammit's new hair styling powder within just 24 hours of its exclusive launch.
The product, which hit shelves on Thursday morning, disappeared from stores and online by Friday, leaving fans empty-handed and creating a frenzy among shoppers trying to emulate the athlete's signature look.
The incredible demand saw the £6 hair powder become one of Tesco's fastest-selling beauty products of the year, with the retailer scrambling to restock shelves to meet the overwhelming consumer interest.
A Tesco spokesperson confirmed: "We've seen phenomenal demand for Louis's product since it launched. It sold out within 24 hours both in stores and online, and we're working to get more stock available as quickly as possible."
The hair powder forms part of Rees-Zammit's growing lifestyle brand, LRZ Premium, which he developed alongside his father. The product promises to provide texture, volume, and a strong hold without leaving hair feeling stiff or sticky.
Social media buzz has been instrumental in driving sales, with fans and beauty enthusiasts sharing their attempts to achieve the rugby star's distinctive style. The 23-year-old athlete has been actively promoting the product to his substantial social media following.
This retail success story comes during a significant career transition for Rees-Zammit, who recently left rugby to pursue opportunities in American football through the NFL's International Player Pathway program.
Industry experts suggest the product's success demonstrates the powerful influence of celebrity endorsements in the beauty sector, particularly when the celebrity has genuine credibility in the product category.
Tesco has confirmed that additional stock is expected to arrive soon, though specific dates remain uncertain given the unprecedented demand for the Welsh star's haircare offering.
