Since liquid shampoos contain 80% to 90% water, we had to start from zero to create hair care perfection without doing any harm. We start with plant-based ingredients and use science to bring out their benefits and blend them to perfection. Through natural chemistry, we’re able to extract the promising parts of nature’s bounty, eventually transforming the best raw ingredients into high-performance hair solutions. Watch on to find out how.

We set out to make the world’s best shampoo, not the world's most mislabeled soap. That distinction is worth making because as demand grows for shampoo bars, beauty companies are scrambling to get in on the trend – throwing together quick formulas that are more soap than shampoo.

While soap is great for hand washing, it’s horrible for hair washing, ultimately leading to long-term damage. That’s why in all of our formulas, we avoid saponification (the chemical reaction that produces soap) – ultimately creating shampoo that is exactly what it says it is: the best. shampoo. ever. In other words, not soap.