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We have been around for a while which has the advantage that we know a thing or two.
We know that change is needed because pollution and climate change are causing permanent damage to our beloved planet. We know that businesses can be a positive force for change IF (and only if) they develop products and solutions that are BETTER than what they aim to replace. After many years in the beauty industry we know that green-washing is a thing and that “sustainable” choices often don’t deliver the performance you deserve. We know that 80 to 90% of hair care products are water which is why they are packaged in plastic. We know that to make just a single PET plastic bottle you need the same amount of energy that you need to power a house for 4 days and 2 full liters of water. We know that less than 10% of bottles get recycled and all the rest ends up in landfills or the environment where it degrades into microplastic, harms marine life and poses a danger to our health.
To change the industry that we know best, we started from zero and turned to natural chemistry to create the world’s lightest personal care – from the way it makes you look and feel, to being light on your purse, to being ultra-portable wherever your life takes you, all the way to the lightest footprint beauty could ever have. No more compromise – just the best of both performance and sustainability.
Those who know us, know that we are obsessively detail oriented so when we say “the best” we mean THE BEST.
Like many of you, we are parents so we want our kids to be safe and healthy. We are outdoor lovers so we want to preserve what we love. We are entrepreneurs so we want to strive for the top. We are nerds so we want to create only the best.We hope you will join us on our mission.
Since the beginning, we’ve been determined to not be another half-hearted beauty solution. That’s why we started from zero. By forgetting everything we know about hair care, we’ve been free to reimagine it exactly how it should be –with super performance and zero waste.
Conny is a former consultant and successful beauty executive inspired by her love of the outdoors and concern for climate change, which she shares with her husband and two children.
Gurval is a seasoned digital executive with a passion for customer experience, high-performing products. He sees beauty in the world.
Together, along with a renowned plant-based British chemist, we’re all in on brightening the future of beauty with science, respect for nature, extreme attention to detail, and unwavering honesty.
We hope you’ll join us for the journey.