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.
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.
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.
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.
Ingredients 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
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B
- Benzalkonium chloride
- Boric acid
- 2-Bromo-2-nitropropane-1,3-diol (Bromopol)
- Butylated hydroxyanisole (BHA)
- Butylated hydroxytoluene (BHT)
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C
- Coal tar
- Chromium(VI)
-
D
- Diazolidinyl urea
- DMDM hydantoin
-
F
- Formaldehyde
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G
- Gluten
- Glyoxal
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H
- Heavy metal compounds (such as lead and mercury)
- Hexachlorophene
- Hydroquinone
-
I
- Imidazolidinyl urea
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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