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Our Mission
As scientists, we looked at the hair care industry and saw that it was impossible to understand all of the unique factors that prevent people from finding the right product. Using our experience in biology and chemistry, we set out to solve everyone's hair goals by providing the tools to understand their hair in an easy, enjoyable way. Equipped with this new, accurate approach, our scientists create effective, personalized products for everyone. We've proven that regardless of hair type, ethnicity, or unique factors, everyone can achieve their goal of beautiful hair from the comfort of their home.
As scientists, we looked at the hair care industry and saw that it was impossible to understand all of the unique factors that prevent people from finding the right product. Using our experience in biology and chemistry, we set out to solve everyone's hair goals by providing the tools to understand their hair in an easy, enjoyable way. Equipped with this new, accurate approach, our scientists create effective, personalized products for everyone. We've proven that regardless of hair type, ethnicity, or unique factors, everyone can achieve their goal of beautiful hair from the comfort of their home.
Our Values
Community
Hair is a way we express ourselves and define our identity, but beyond that it's a way we form community. Our team of hair scientists, chemists, stylists and friends are here to help you discover that beautiful hair moment and welcome you to join our growing community along the way.
Authenticity
Real people, authentic products, and genuine experiences. We grew tired of being bombarded with flashy brands giving lofty promises, so we decided from the beginning to put our team, our products and our customers first. Nothing keeps us more inspired than guiding you through your hair journey and becoming the reliable source of hair care you deserve.
Innovation
“Magic” -- a common word our customers use to describe what we do. In truth, the “magic” is our innovative, scientific approach. A blend of analytical thinking and genuine creativity, we always push the boundaries of innovation to drive the best in class experiences to our customers.
Meet the team creating the future of hair care with you.
Biologists, Chemists, Engineers, and More
Eric Delapenha
Founder, CEO, Biologist
Lydia Pagliari
Production Manager, Process Engineer
