Meet Cicely
Selkie was born from a simple belief: top quality haircare shouldn't cost the earth. Founded by Cicely, we create high-performance, natural formulas that skip the harsh ingredients and single-use plastic.
"Expert haircare shouldn't cost the earth - and it shouldn't be mostly water, either."
Most liquid shampoo is around 80% water. Selkie removes it. You add fresh tap water at home, so what arrives at your door is just the good stuff: concentrated, natural formula in packaging you can recycle or keep for life.
The Journey
From a chemist's question to thousands of bathrooms
Cicely holds an MSc in Chemistry. The problem she couldn't ignore turned into a brand: here's how it happened.
The idea that changed everything
As a chemist, Cicely kept asking one question: why do we bottle water in plastic and call it shampoo? The answer became Selkie.
Production starts
Working with a B Corp manufacturer who have been specialists in natural and powder formulations for 30 years.
Selkie launches
Our first powder-to-liquid Nourishing Shampoo and Conditioner go on sale: natural, vegan, and made without the single-use plastic bottle.
Our breakthrough year
Award recognition and a fast-growing community of customers who love the results, and keep coming back to refill.
On a bigger stage
A huge year for Selkie - featuring on the biggest stage there is... Dragons' Den! Sharing our story with millions.
What we stand for
Our non-negotiables
"The haircare I wanted didn’t exist - haircare that performs and doesn't leave a sea of single-use plastic - so I created it"