Haircare that f*cking works

Developed by you, for you

What's that? It sounds like the rulebook being thrown out and burnt. No more ivory tower development teams, this is haircare built by a community saying no to toxic beauty standards and yes to hair that tells your insecurities "I don't care"

Sulphate free. Silicone free. False promise free.

  • Made in the UK

  • Sulphate, silicone & paraben free

  • Formulated by scientists

  • 99% Less plastic

  • Vegan & cruelty-free

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Taking a stand against bad hair days

For every human who grew up in a world of unrealistic expectations and toxic beauty standards. Giving you the power to be unapologetically you.

  • 1. Get your high powered shampoo & conditioner

    Choose either a starter set or refill pouch. Our starter sets come with aluminium bottles for life which use 99% less plastic than traditional bottles

    Shop shampoo 
  • 2. Refill as needed or subscribe & save

    Never run out again with no-stress deliveries to match your hair wash schedule. Subscribe to save with every wash (we'll let you cancel on us at anytime)

    Save 15% now 
  • 3. Pair with accessories to reach hair heaven

    Take your haircare to the next level with our healthy hair accessories which care for your hair scalp to tip, giving you strong and healthy strands with a mirror-like shine

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No compromise. Be unapologetically you every day.

Results that shine for themselves...

Giving the middle finger to big shampoo

Enough of boring brands that are bad for the planet, full of ingredients that can damage hair and make us compromise on being ourselves.