Our 7-Free Philosophy

We believe high-performing haircare should never come at the expense of your health—especially when clean ingredients work just as hard as their controversial counterparts.

The beauty industry is full of formulas that cut corners with cheap fillers, harsh detergents, and questionable preservatives, but we’ve always taken a different approach. So, we sat down with our product team to break it all down: What ingredients do we skip, and why? And what do we use instead?

That’s where our 7-Free Philosophy comes in. We leave out sulfates, parabens, artificial dyes, PFAs, talc, toxic polymers, and unnecessary fillers. These ingredients don’t do your hair (or your health) any favors. Let’s get into it.

No Sulfates

Traditional shampoos rely on sulfates to create lather, but these harsh detergents can strip the scalp of natural oils, leading to dryness and irritation. We use gentle coconut-based surfactants instead, delivering a rich, satisfying cleanse without compromising hydration or scalp health. 

No Parabens 

Used as preservatives in many conventional hair products, parabens have been linked to hormonal disruption and skin irritation. Instead, we use sodium benzoate, potassium sorbate, and phenoxyethanol (under 1%) to keep our formulas fresh and effective—without the risks.

No Artificial Dyes

While synthetic dyes add color, they don’t add benefits. Worse, they can irritate sensitive scalps. We opt for Iron Oxides and Melia Azadirachta Leaf & Flower Extract to maintain a clean, natural formulation without unnecessary additives.

No PFAs 

These "forever chemicals" are frequently used to create a sealant-like barrier in haircare products, but they’ve been linked to serious health concerns. Instead, we use Dimethicone, Glycerin, and natural oils to lock in moisture without adverse effects. 

No Talc 

Commonly found in dry shampoos, talc has raised safety concerns due to potential contamination with harmful substances. Our tapioca starch and persimmon extract absorb oil and refresh the scalp naturally—without heavy residue.

No Toxic Polymers 

Many styling products rely on synthetic polymers like styrene copolymers and polyacrylamides, used for hold and texture, but these can raise safety concerns due to possible contamination with trace carcinogens. Instead, we turn to Acacia Senegal Extract and Bolivian Pink Sea Salt, which deliver flexible, lasting style without stiffness.

No Unnecessary Fillers 

Fillers like EDTA, PEGs, and PPGs are often added for texture or lather but offer no real benefit to hair. We skip them entirely, ensuring that every ingredient in our formulas serves a real purpose for hair health.

By choosing thoughtfully formulated, high-performing products, we’re setting a new standard in haircare that prioritizes both performance and well-being.