Determined to take a no-excuses approach to sustainability and performance, we’ve started from zero to reimagine the way we treat our planet and our hair. Because we believe a brighter future starts with empowering others to see beauty like we do: as something or someone that goes above and beyond to lift the whole world up.
Beauty’s problem is bigger than a blemish – it’s a massive waste footprint. Look past the veneer, and you’ll find an ugly trail of waste, questionable ingredients, oversized plastic packaging, and careless choices that create unnecessary pollution and carbon emissions. Discover how we are shrinking beauty’s carbon footprint with every wash, rinse, and repeat.
Plastic is harmful to our health, the well-being of animals, and the future of our planet. Making plastic uses fossil fuel and emits greenhouse gasses, and once it’s made, it takes thousands of years to decompose. And while recycling is better than nothing, the truth is that just 9% of the world’s plastic gets recycled, all through a process that wastes water and energy. Most plastic finds its way to landfills and even our oceans, turning into micro plastic that harms animals and contaminates our food chain. It’s a big issue and an easy choice: No plastic. No question.
Beauty’s bottles are full of dirty secrets, like the fact that they’re filled with up to 90% water. All for show, that water makes products look bigger and better on shelves, costing you more money and adding weight that costs the world more carbon during shipping.
By leaving the water out and the bottle behind, we’re avoiding plastic, saving the water necessary to manufacture plastic, and creating something better: a bar that’s packed with at least two bottles’ worth of amazing hair product, a.k.a. the crème de la clean.
Water is life and clean, accessible water is in short supply. We don’t ship around water that you have in the bathroom. Instead, our anhydrous formulas use plant-based ingredients to enhance beauty without wasting precious resources. Because the less we use, the more we have.
We’ve unpacked the problem of overpackaging and dreamt up a better way to get hair care to you, without the waste. Starting with only recycled and recyclable, chlorine-free cardboard materials, our packaging is sustainable down to the details: including non-toxic, biodegradable inks and water-based adhesives. Never over-packaged, we use exactly what we need and nothing more. Plus, our shipping isn’t weighed down by water, which allows us to leave a lighter carbon footprint that we offset whenever possible.
Our bars are over 98% plant-based and made entirely of vegan and cruelty-free ingredients. We use zero detergent sulfates, zero silicones, zero phthalates, zero DEA, and zero synthetic fragrances or colors.
In crafting our ingredient standards from scratch, we also carefully weighed our use of palm oil. While none of our formulas feature pure palm oil and all our shampoo bars are palm-free, some of our conditioner bars include a palm oil base or derivative. We’ve made a conscious choice to use responsibly sourced palm oil (RSPO certified) as opposed to alternatives, such as coconut oil, for a few reasons:
Studies have shown that palm oil production uses less space, emits less greenhouse gasses, and requires less energy than the production of coconut oil.
We believe that the boycott of palm oil could lead to increased demand for alternative oils that result in more land use, deforestation, and climate impact.
Our promise to the planet goes beyond setting a new bar for beauty. As a pro-future brand, we’re not just sidestepping plastic – we’re cleaning up after decades of pollution and fighting for a more beautiful tomorrow.
Through our partnership with 1% for the Planet, every bar we sell proudly supports ocean cleanup and marine conservation efforts.
Our goal is to avoid unnecessary new plastic pollution through our products and to clean up after others through our giveback commitment. We are starting with hair care but you can count on us to take beauty to the next level way beyond that very soon.