Our Ethos
Our Ethos
Clinically Tested
We put our high-performance formulas to the test—clinically validating key benefits like reduced breakage and increased elasticity. Because great hair isn’t just about looking good—it’s about real results you can feel.
Clinically Tested
We put our high-performance formulas to the test—clinically validating key benefits like reduced breakage and increased elasticity. Because great hair isn’t just about looking good—it’s about real results you can feel.
Our Ethos
Consumer Loved
We don’t just rely on labs—we put our formulas in real hands, on real hair. Through consumer testing, we gather feedback on performance, feel, and results to ensure every product meets our standards—and yours.
Consumer Loved
We don’t just rely on labs—we put our formulas in real hands, on real hair. Through consumer testing, we gather feedback on performance, feel, and results to ensure every product meets our standards—and yours.
Our Ethos
Sustainable
Good for your hair, good for the planet. We prioritize sustainable packaging and responsible sourcing, making conscious choices without compromising performance.
Sustainable
Good for your hair, good for the planet. We prioritize sustainable packaging and responsible sourcing, making conscious choices without compromising performance.
Our Ethos
Ever-evolving
We listen. Every day, we read your feedback, reviews, and results. Our goal is to create the most effective haircare possible, and we’re not afraid to return to the lab to refine a formula if it means better results for you.
Ever-evolving
We listen. Every day, we read your feedback, reviews, and results. Our goal is to create the most effective haircare possible, and we’re not afraid to return to the lab to refine a formula if it means better results for you.
Clinically Proven
Fundamental Nourishing Duo
Clinically proven to promote healthy hair elasticity when used together, resulting in 10x moisture.
Fundamental Strengthening Duo
Clinically proven to reduce breakage by 92% when used together.
Rich Reset Pre-Shampoo Mask
Clinically proven to strengthen fragile hair, reducing breakage by more than 10x.
Consumer Loved
We put our formulas to the test with real consumers—because performance matters. See how each product measured up in our consumer perception studies.
Sustainable
We’re committed to limiting waste and doing better for the planet. All of our bottles, jars, and caps are made from 100% post-consumer recycled materials. While we’re proud of this achievement, we know there's always room for improvement. We’ll continue striving for greater sustainability, always looking for new ways to reduce our impact and contribute to a healthier planet.
Ingredients Matter
Chia Seed Extract, Aloe Barbadensis Leaf Juice, Safflower Seed Extract, Hydrolyzed Quinoa, Castor Seed Oil, Olive Fruit Oil, Amino Acids, Coconut Oil, Willow Bark Extract
Chia Seed Extract
Helps to retain moisture and boost shine
Aloe Barbadensis Leaf Juice
Known to hydrate hair and scalp.
Safflower Seed Extract
Known to leave hair feeling soft and more manageable.
Hydrolyzed Quinoa
Recognized for its ability to retain moisture and prevent breakage.
Castor Seed Oil
Rich in omega-3 fatty acids, is known to help strengthen hair and protect against breakage. Also known to add natural shine.
Olive Fruit Oil
Rich in antioxidants and known to tame frizz and add shine.
Amino Acids
Derived from rice and quinoa specifically, these work to retain moisture and strengthen hair.
Coconut Oil
Known to penetrate the hair shaft to nourish and strengthen from within
Willow Bark Extract
Known to enhance smoothness and shine.