reasons to leave your shampoo + conditioner for function of beauty

Haircare brands expand their lines with over-priced, over-complicated products your hair just doesn’t need. We’re changing the game (because your hair deserves better!).

EACH PRODUCT IS AS UNIQUE AS YOU ARE

We do the opposite of big beauty companies – we ask you for your unique profile and what your hair goals are, and then we individually formulate and make unique products just for you!

MORE NATURAL, LESS ARTIFICIAL

Our formulations are about as natural as we can make them with over 50 natural ingredients sourced from around the world, and our formulations avoid potentially harmful or toxic chemicals such as sulfates (including SLS & SLES), parabens, phthalates, oxybenzone, mineral oils, & many more. See our FAQ for a full list.

ANIMAL-FRIENDLY

Our products are cruelty-free (no animal testing ever), 100% vegan, and never contain any ingredients made or derived from animals. We also ensure all of our suppliers meet these same high standards too.

HAVE IT YOUR WAY

You get the freedom to personalize everything – the color (7 gorgeous choices or dye-free), the fragrance (6 amazing choices or fragrance-free), and even the name you want on your bottle!

HAPPY HAIR, GUARANTEED

If something’s not quite right for you, just let us know within 30 days and we’ll either reformulate it for you or give you a full refund. It’s pretty rare that people aren’t happy, and even rarer that we can’t make it right.

SUPPORT AMERICAN-MADE

We are American-born and raised, with headquarters in NYC, but we’ve also invested millions in a state-of-the-art manufacturing plant in rural Pennsylvania which is providing many jobs to small-town America. We proudly produce every bottle individually in the USA.

NEVER RUN OUT OF SHAMPOO & CONDITIONER AGAIN

With our free-shipping subscription, you can get automated shipments as often as you’d like. You can always adjust your formulation, frequency of delivery, or next delivery date to ensure you get it when you need it.

THE SMARTEST BEAUTY COMPANY IN THE WORLD

It’s taken years of research and development from world-class MIT engineers and data scientists to build our unique AI-driven algorithm and customized manufacturing — our one-of-a-kind production line is so precise that we pull from hundreds of ingredients at precise dosages to make your perfect blend.

PEOPLE LOVE US

Over 29,000 five-star reviews and an average review score of 4.8 out of 5 from our verified customers.

"This shampoo made my hair feel amazing"

"Leaves my hair looking healthy and glossy"

“There is literally no risk and all reward. Your best hair could be right around the corner.”