THIS IS
OUR STORY
Creating the highest quality products, no compromises. Advocating against animal testing, because we keep our promises. Positively impacting people and the planet, our greatest resources of all.
As the largest family-owned pro hair care brand, 40+ years and counting, we’re building a legacy with our passion for hair and a whole lot of heart.
Hawaiian roots since 1983
Our signature awapuhi ingredient is harvested on our very own farm in Hawaii.
About the farm
It's cool to be kind
We proudly set the standard for our industry as a pioneer in cruelty-free beauty.
Protecting our furry friends
Proud to be pro professionals
Supporting our global family of salon pros is at the forefront of everything we do.
Our commitment
We're the OG pro beauty startup
It all started with two entrepreneurs, $700 and a vision that would change the industry for good.
More of our story
It starts at the top
Our company is driven by visionaries who lead by example and always put people first.
At our helm
An eye to the future
From the beginning, we've embraced a spirit of innovation that sets us apart.
We do things differently
Giving is in our DNA
Following in the footsteps of our co-founders, we believe success unshared is failure.
Our promise to do our part