About Us

We are a values-based hair color company - everything we do is driven by courage, trust, joy, responsibility and love.Our mission is simple: to create the finest, most luxurious hair color products with ingredients you feel good about. Our company is built on the belief that “We deserve better.” To create better hair color products with better ingredients that not only care for our hair, but also for our customers and communities.

Our Commitment

We are committed to using only ingredients of trusted quality. All our products are Smart 8 Free, Ammonia, PPD, Resorcinol, Parabens, Phthalates, Gluten, Sodium Lauryl Sulfate, and Titanium Dioxide Free. We never use any ingredients in our formulas that may cause hair pollution. We are proud to use ingredients that nourish your hair. All our products are Leaping Bunny Certified, the international gold standard for cruelty-free beauty.

Our People

Our people are our greatest asset and we are proud to share a sense of belonging. We are deeply committed to equality and work with our Diversity, Equity, and Inclusion Committee to ensure the heart and soul of our brand values ​​are reflected in the way we recruit, recognize, support, and promote our employees.