We set out with a simple goal: to offer less, but better.
Exceptional results with fewer, cleaner products, all centered around the idea of a timeless capsule collection.
The Clean Beauty
We believe in the perfect blend of nature and science.
That’s why we do the research, so you don’t have to, carefully selecting what goes into our products and what stays out. Our goal is to create products with better, cleaner formulas, designed for your hair’s long-term health and well-being.
Now, all that’s left is for you to enjoy your hair care moment.
The Quality
Quality is the essence of everything we do.
We’re all about providing you with luxury beauty products and hair accessories that truly stand out. From thoughtfully choosing the best ingredients to teaming up with trusted manufacturers, we make sure every step meets the highest standards.
We pay attention to the little details, so each product is safe, effective, and beautiful as an object, letting you enjoy your beauty ritual with complete peace of mind.
Embracing Artistry
Handmade is the new luxury
and the highest quality takes time and care.
That’s why we partner with local manufacturers from Switzerland and France who bring decades of experience to handcrafting luxurious hair accessories. Some of them take as long as 30 days to make, so you can really see the love and care that goes into each piece.
The Essentialism
We focus on what truly matters.
That’s why we work to deliver amazing results with fewer products, packed with high-quality, concentrated active ingredients.
By keeping things simple, each item in our collection serves a purpose — enhancing your hair’s natural beauty and turning your routine into a meaningful ritual that really delivers its promise.
The Ritual
Hair care can be more than just a daily routine.
It can be a ritual – a moment to pause and rebalance. That’s why we design our products with this holistic experience in mind, going far beyond just hair care. After all, taking care of yourself should feel as luxurious as it is essential.
The Transparency
We're all about making mindful choices,
and we know you appreciate that too.
We want you to know where all our products are made and where our active ingredients come from and where they are going, empowering you to make informed decisions. It’s about transparency and trust, helping you align your choices with what truly matters to you.
Redefining Hair Accessories
A new era of hair accessories: designed to last, made to care.
Did you know that most hair accessories out there — like combs, brushes and clips — are made from plastic and produced by machines?
We’re changing that! Our accessories are handcrafted in Switzerland and France from Italian plant-based fibers. It’s a new standard in quality and care — and your hair deserves nothing less.
The Community
This journey is all about the people.
Before we launch any product, we dive deep into our Community. We listen, learn, adapt, and test because everything we do is for you. Your insights guide our innovations, helping us create products that truly resonate with your needs.
On the business side, we work closely with trusted suppliers who share our values. We know them by name, visit their workshops and labs, and build relationships based on respect and common goals.
The Inclusion
We believe beauty is for everyone.
That’s why our products are made for everyone — no matter your hair type or gender.
Inclusivity is key for us, whether it’s in what we offer or how we run things. Our website is designed to be easy to navigate, so everyone can find what they need (read more: Accessibility). We’re also all about supporting gender equality and local businesses – that’s why we team up mostly with female-owned and family-run brands, helping to lift up communities.
The Mindful Packaging
It all started with the idea of creating effective, clean products that feel beautiful as objects, too.
But our packaging development doesn’t stop at aesthetics. We focus on being mindful of our materials, prioritizing safety and environmental responsibility.
From the lab to your shelf, every product is crafted with the planet in mind. We know this is a journey, so we’re always looking for ways to improve.
Thank you for joining us on this adventure.
When selecting materials, we think about everything, from safety to recyclability. We use glass bottles for all products that do not go under the shower. Glass can be recycled infinitely without losing quality - and it’s perfect for upcycling!
For products used in the shower, we prioritize safety by using recyclable bottles made from 86% sugarcane bioplastic (the other 14% is HDPE).
Instead of using stickers, we print directly on our bottles to reduce waste.
Our signature round caps that go with the bottles are made with carbon-free ink to minimize the environmental impact associated with carbon black production and disposal, and to enable recycling.
Did you know that: Traditional black pigments are usually not detected by recycling sorting machines, leading to them being diverted to landfill or incineration. However, carbon-free black pigments can be detected and sorted properly, facilitating more efficient recycling processes.
Whenever we can, we use uncoated FSC-certified paper (meaning it comes from responsibly managed forests) in our paper designs. To learn more about The Forest Stewardship Council® (FSC), visit www.fsc.org.
We are committed to reducing packaging waste. Our secondary packaging is designed to be as minimal as possible without compromising product protection. Additionally, we use pre-loved carton boxes throughout our supply chain, giving them a second life and avoiding the use of new cartons and foil when not needed.
