Brand Story

Clean. Pure. Beautiful.

A love story…

Founders and husband & wife, Greg & Joann, are both in the world of hair. Greg – clean chemistry focused. Joann – a hair stylist. Their daughter was diagnosed with a genetic disorder which caused Joann to start examining the labels of foods and other products. She and Greg began to examine the effects of specific ingredients on the body.

The brand began as a passion project for the couple, and it continues as such through their commitment to creating clean, pure, and beautiful products that are most of all safe.

Brand Pillars

Be Well – Commitment to pure clean safe ingredients.

Be Beautiful – A professional line made by professionals that perform.

Be Conscious – Commitment to the planet & mankind beyond what is in the bottle.