There’s a problem with haircare
For the longest, the beauty industry has gotten by on marketing gimmicks and straight-up dishonesty. We want to do things differently. We pledge to never exaggerate, overpromise or under-deliver.
Uncompromising in quality and efficacy.
Our ingredients are safe and scientifically proven to work
Our objective is to formulate personalised products of the highest quality. It follows that we take our responsibility to source ingredients with an established record of efficacy and safety seriously. (We’re aiming for the highest standard possible!)
There are 1600+ ingredients we don’t use because they’re either proven or suspected to be unsafe, irritating or unethical. Check out the list, here. Plus, all of our products are cruelty-free and vegan.
Leave the world better than we found it
Like you, we want to have a positive impact on the planet. We hope to do this by helping you to make better choices for your hair, and the environment. From our bottles (made from 100% recycled plastic that is itself recyclable) and boxes (75% recycled cardboard and printed with minimal ink) to our delivery service (carbon-neutral) and more, we’re committed to going the extra mile. We also support four charity partners with 1% of every purchase made. (Find out how it works, here.)