Our formulations start in the lab.
(Not the marketing department.)

We strive for effective, safe and ethical formulations.

Because that’s not too much to ask for.
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Hair Goals

Choose up to three of these hair goals and we’ll tailor your formulations to target them with specialised and science-backed additives.

Non-comedogenic argan and hemp seed oils moisturise the hair and a specialised polymer restores the hair’s hydrophobic layer, preventing further damage caused by repeated swelling from water absorption.

An anti-static additive coats the hair, improving manageability and imparting softness, silkiness and shine. This is especially helpful for wavy, curly, coily, coarse, dry and damaged hair types.

Specialised cleansing and moisturising ingredients relieve discomfort and reduce flakiness caused by dandruff and/or dry scalp.

Sugar-derived molecules penetrate deep into the cortex, fixing broken bonds and reinforcing the keratin structure. A non-volatile and safe silicone forms a film over the hair, reducing friction to minimise damage caused by styling.

A guar-gum derivative bonds to irregularities on the damaged hair surface, holding down raised cuticles and working to seal split ends.

A guar-gum derivative repairs the hair’s hydrophobic layer, reducing warping caused by repeated water absorption. A safe silicone synergistically fights against frizziness caused by humidity and styling damage.

Strong cleaning ingredients control oil whilst lighter conditioning ingredients make the hair less susceptible to being ‘weighed down’ and looking greasy.

A heat-dispersing ingredient coats the hair, reducing damage caused by the uneven distribution of heat during straightening, curling, etc.

The hair’s surface is treated in a UV-absorptive ingredient which significantly reduces lipid peroxidation and protein degradation caused by exposure to sunlight.

A specialised polymer coats dyed hair, sealing in the pigments to noticeably slow the fading process.

Non-volatile and safe silicones form a thin and even film over the hair, reflecting light to increase shine.

A hyperbranched polymer forms spherical deposits on the surface of the hair, increasing the space between strands to provide noticeably more volume.

Purple pigment counteracts unwanted yellow tones.

Blue pigment counteracts unwanted orange tones.

Our Ingredients

We want to promote integrity in the haircare industry through our choice of ingredients. We strongly believe good ingredients need to be three things: effective, safe and ethical.

Backed by science

You want haircare that actually works (right?), and we don’t think that’s a big ask. Our formulations only include ingredients with scientifically-established effectiveness. More than anything, we want to deliver real results. Because real results make happy customers and there’s no better ad for us than a happy customer with healthy hair.

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The highest safety standards

Nothing is more important than safety, yet the world is full of conflicting information and it’s difficult to know who to trust. We feel that it’s our duty to offer the healthiest haircare available, and that’s why we hold our ingredients to the highest standards of safety. But what does that mean in practice?

Well to begin with, we comply with not just Australia’s, but also the USA’s and the European Union’s cosmetics regulations which together bans the use of over 1600 unsafe ingredients. But we don’t stop there. If an ingredient has substantiated safety concerns but needs more research (e.g. parabens, SLS, SLES), we err on the side of caution and avoid it.

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Cruelty free

We love animals, and that’s why we won’t compromise on our ethics for the healthiest and most effective haircare available. All of our ingredients are vegan and none of our formulations are tested on animals. We’re committed to cruelty-free haircare. Forever.

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we don’t use

Here’s just some of the more than 1600 proven or suspected to be unsafe, irritating or unethical ingredients that you’ll never find in our formulations.

  • A

    • Animal products
    • Animal derived products
    • Aluminium
  • B

    • Benzalkonium chloride
    • Boric acid
    • 2-Bromo-2-nitropropane-1,3-diol (Bromopol)
    • Butylated hydroxyanisole (BHA)
    • Butylated hydroxytoluene (BHT)
  • C

    • Coal tar
    • Chromium(VI)
  • D

    • Diazolidinyl urea
    • DMDM hydantoin
  • F

    • Formaldehyde
  • G

    • Gluten
    • Glyoxal
  • H

    • Heavy metal compounds (such as lead and mercury)
    • Hexachlorophene
    • Hydroquinone
  • I

    • Imidazolidinyl urea
  • M

    • Methylchloroisothiazolinone
    • Methyldibromo glytaronitrile (MDBGN)
    • Methylisothiazolinone
    • Microbeads
  • P

    • p-Phenylenediamine
    • Parabens and suspected endocrine disruptors
    • Paraformaldehyde
    • Polihexanide (PHMB)
    • Polyoxymethylene urea
  • Q

    • Quaternium-15
  • S

    • Sodium hydroxymethylglycinate
    • Sodium laureth sulfate (SLES)
    • Sodium lauryl sulfate (SLS)
  • T

    • Triclosan

Treat yourself to the benefits of effective, safe and ethical haircare.
Your hair will thank you.

Tell us about your hair, needs and goals, and we’ll develop your formulations to meet the highest standards. In every sense.
Take the quiz