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No water used in production Lighter formulas No single-use plastic
No water used in production Lighter formulas No single-use plastic
No water used in production Lighter formulas No single-use plastic
No water used in production Lighter formulas No single-use plastic

Less is more

Our approach is simple: take out what doesn't need to be there - the water and the single-use plastic bottle - and keep the natural ingredients that care for your hair.

How we do it

Three deliberate choices

No single-use plastic bottles

No throwing away a single-use plastic bottle every time you run out of shampoo. Our formulas come in plastic-free, recyclable cardboard tubes, and your keep-for-life bottle stays with you - so there's no single-use plastic to bin.

Made without added water

Conventional shampoo is 80% water. We don't add water to our formulas - you add fresh tap water at home. That means less weight to ship with a lower footprint and no water used or wasted in production.

98%+ natural origin

Our formulas are 98%+ natural origin, calculated using the ISO 16128 method. See the exact figure for each product on the ingredients page.

One bottle. Endless refills.

Your first order includes a keep-for-life pump bottle. After that, you top up with powder refills in card tubes — add water, shake, and you're back to a full bottle. Set up a subscription and refills arrive on your schedule, so you never run out and never buy another plastic bottle to do it.