Conventional shampoo is mostly water, shipped in single-use plastic. Water is heavy, so shipping it means more fuel and a bigger bottle. By removing the water and letting you add it at home, we avoid shipping the water and the single-use bottle that comes with it - and the refill is 100% plastic free and a fraction of the packaging.

Of course! All of our Selkie products are 100% vegan and cruelty-free and always will be.

Yes - Selkie is suitable for all hair types, including fine, curly, frizz-prone and colour-treated hair. Because it's sulfate- and silicone-free, it cleans gently but effectively: fine hair feels lighter than it does with silicone-heavy conditioners, and scalps love the gentler cleanse. Pro tip - for the best results, double cleanse: the first wash lifts away build-up and product, the second really cleanses.

First, you'll receive your starter kit - two keep-for-life bottles plus your shampoo and conditioner powders. Then, on your chosen schedule (around every 8 to 10 weeks), we'll automatically send powder refills straight to your door, so you're never without. You can pause, skip or cancel any time, and choose shampoo only, conditioner only, or both.

"Natural" isn't automatically better - it's the formula that counts. Strong ingredients like sulfates and silicones aren't dangerous, but sulfates can strip your hair's natural oils and heavier silicones can build up over time, which doesn't suit every scalp or hair type. That's why we make Selkie sulfate- and silicone-free, at 98%+ natural origin using naturally-derived oils and proteins that clean and condition more gently, with every ingredient published so you can see exactly what's in it.