how we set a new bar

formulated to perfection

We carefully customize every bar to be the perfect match for different hair needs and concern. Fine hair? Lighter conditioning actives that don’t weigh on your hair! Curly hair? Natural silicone-replacements to lock in moisture and protect your hair for smoothness and shine! Itchy scalp? Soothing extracts to take great care of your scalp. Take our quiz to find your match and learn more about how we raise the bar with solid formulations below.

how it's made

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.

shampoo, not soap

We set out to make the world’s lightest 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 lightest. shampoo. ever. In other words, not soap.