A Fresh Start

Rediscover a better way to shop clean beauty.

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Cultivating a

Cleaner Future

Our fundamental mission is to care for

your well-being and the world we share.

Our impact
Best Sellers
New Arrivals

Our Impact

Cultivating a Cleaner Future

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“I wanted clean ingredients that helped my hair be manageable and moisturized and this is definitely it. Believe me I have tried just about everything on the market and nothing compares.”

Nikki

our story

Join us on a nearly three-decades-long mission aimed at inspiring people worldwide to nurture their well-being while redefining beauty with a meaningful purpose.

Shop By Hair Concerns

Find products specific to your hair type and needs.

Moisture
Volume
Frizz
Damage
Colour Treated
Curls
Ageing + Coarse
Oily + Dry Scalp

The Absolutely NOT List

Our dedication to your well-being and the environment is unwavering. That's why we've meticulously curated The Absolutely Not List: an inventory of harmful ingredients you'll never find in any of our products.

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Parabens
Silicones
Artificial Fragrance
Synthetic Sulfates
Phthalates
Synthetic BHA/BHT Preservatives
Formaldehyde / Formaldehyde Donors
Ethanolamines (MEA/DEA/TEA)