HAIR IS HAIR

Hair is hair — our motto. To us, that means that regardless of who you are, your hair has it’s own needs. We cater to your hair type — not your gender, age or style. As an inclusive brand we welcome everyone, offering products for every hair type and every mood.

TRANSPARENCY

We’re proud of our products, and we want everybody to know what makes them work the way they do. That’s why it’s important for us to highlight our ingredients and their purpose when we speak about our products. Also, not every product suits all hair types, which is why we explicitly put «suitable for» on our products, so you can easily find what works for your hair.

ENVIRONMENTALLY CARING

All our packaging is white because we want them to be recyclable, and the majority of our products are made with recycled plastic. All our products are 100% vegan and produced in Sweden. We’re connected with Bower to encourgage recycling our products.

Our vision is to be a hair care brand with the future in mind, one that takes sustainable development seriously and is actively working to reduce its environmental impact. We believe that means being honest about where we are: sharing not just our progress, but our challenges too.

In practice, this looks like strict requirements for every ingredient we use, a genuine consideration of social values, and a constant search for smarter, more eco-friendly solutions. We also regularly assess our own operations, because reducing our footprint starts with understanding it.

Our white packaging is a statement. When choosing packaging for our products, we had two things in mind:​

1) We were all about using recycled and recyclable plastic.​

2) We totally vibed with white plastic.​

While colored plastic can technically be recycled, it usually doesn't end up that way. Recycling colored plastic mixes all the colors, making this weird grey/brown mix that nobody wants. But white plastic? That gets sorted and recycled, so our bottles and tubes can come back as cool new ones if recycled properly.

Today, our packaging is made of 50-70% recycled plastic. As plastic gets more recycled, it may take on a slight grey tint rather than staying white, and we're completely fine with that. It's a small visible sign of something we think matters!

We encourage recycling through Bower, offering a cashback to their users when our products are recycled. Read more about Bower here.