A swatch of clear oil on the left side and a swatch of golden density serum of the right side

Our innovation philosophy

For more than a decade, we’ve set a new standard for haircare with clean and powerful products that don’t just meet expectations, but defy them.

How we formulate

First, we listen to our consumers' needs and survey the market to decide where we should innovate next.

Then, we begin development with our tried and true clean ingredients and proprietary blends to formulate innovation.

Finally, we conduct clinical or consumer tests on a variety of hair types and textures for each formula to ensure it really works.

Clinically proven haircare

We invest in clinical trials that prove the powerful punch packed by our naturally-derived products.

Don't Despair, Repair!™ deep conditioning mask

Scientifically proven to strengthen hair up to 2x after 3 uses.

In a grooming test where hair is repeatedly brushed to measure how strong the strands are at withstanding breakage, our mask was scientifically proven to double hair strength after three uses.

That means, with continued use, this mask can help prevent future breakage for dry, damaged hair, leaving hair stronger, healthier, and more resilient.

Woman with very curly hair wearing pink tank top in front of grey background with frizzy hair and defined curls.

Don’t Despair, Repair!™ rice water protein + moisture strengthening treatment

Scientifically proven to strengthen hair up to 2x after one use.

Rice water is loaded with powerful healthy hair nutrients, like antioxidants, amino acids, vitamins + minerals to nourish, protect, and moisture dry damaged hair.

Our Powerful Advanced Rice Protein Complex harnesses the power of rice water, as well as rice protein, ferment, and oil, to double the strength of hair after just one use.

Blonde woman wearing beige tank top in front of grey background with frizzy hair and smooth hair

Scalp Revival™ micro-exfoliating shampoo

Clinically shown to reduce up to 82% of dry scalp flaking.

Our Micro-Exfoliating Shampoo combats dry scalp flaking from all angles. The micro-crystalline cellulose, a dissolvable, vegetable-derived exfoliator, gently lifts away buildup, while the Binchotan Charcoal helps detoxify the hair follicle, removing congestion caused by excess oil or dirt. This duo allows the cooling blend of Coconut Oil, Peppermint + Spearmint Oils, and Tea Tree Oil to do the work of rehydrating the scalp and replenishing lost moisture, to increase scalp hydration by up to 2X.*

*Clinical study with expert clinician evaluation and skin hydration measurement instrumentation.

Before and after image of a close up congested scalp to the left and clean scalp to the right.

Scalp Revival™ charcoal + tea tree cooling hydration scalp mask

Clinically shown to increase scalp hydration by up to 144%.

In a clinical study using a spectroscope, which is an instrument that measures hydration levels in the skin, our Scalp Mask was shown to double scalp hydration, thereby decreasing dry scalp flaking by 89% after just one use. Our soothing blend of peppermint, spearmint, and tea tree oils instantly cool and calm the scalp, relieving flakiness, itchiness, and redness.

*Clinical study using skin hydration measurement instrumentation.

Before and after image of woman with medium blonde hair greasy on the left and clean on the right.

Destined for Density megastrength+ caffeine + biotin peptide density serum

Clinically shown to increase hair density up to 3x.*

In a clinical study using micro imaging to count the number of active hair follicles on the scalp, our Peptide Density Serum was shown to increase hair density by up to 3X* and provide up to 31% more follicle activity with daily use.* This means that, with consistent use, our Density Serum can increase the number of active hair follicles on the scalp, leading to thicker, fuller, healthier-looking hair in as little as 16 weeks.

*Compared to baseline in a 16-week study of 35 participants.

Consumer perception studies

95% noticed less hair fallout and shedding*

94% noticed increased thickness in areas of concern*

97% felt this product is weightless and absorbs quickly into the scalp*

*Compared to baseline in a 16-week study of 35 participants.

Close up of before and after image of red haired woman with thin hair and hair growth results over 16 weeks.

Farewell Frizz rosarco milk leave-in conditioning spray

Scientifically proven to decrease frizz for up to 48 hours.*

Fighting frizz is all about controlling the amount of moisture in the hair shaft - too much moisture and the hair shaft starts to swell, causing irregular hair pattern and frizz.

Rosarco Milk Leave-In Conditioning Spray uses a unique blend of oils (Rosehip, Argan + Coconut) that act like a traditional silicone or synthetic polymer to seal the hair cuticle through extreme periods of humidity and moisture - in effect, locking in hydration and locking out humidity.

In a clinical study that measures the re-absportpion rate of environmental moisture on straightened hair, our Leave-In Spray was scientifically proven to decrease frizz for up to 48 hours*, which means your hair stays smooth for up to two days, when using our Farewell Frizz line.

*In a third party study using human hair tresses.

Before and after of a woman with very long brown hair frizzy on the left and smooth on the right.

Superfoods avocado + kiwi mega moisture hair mask

Scientifically proven to boost moisture for softer, smoother, and more manageable hair after two uses.

In a wet comb test, where a comb is pulled through wet hair to measure the friction and force needed to get through the length of the hair, our Mega Moisture Mask was scientifically proven to increase the smoothness and managability of the hair after only two uses, due to increased moisture. That means that repeated use our Avocado + Kiwi Mask will give you softer, smoother, more hydrated hair!