At the heart of our brand is a deep commitment to ingredient integrity and consumer safety. Our consumers often undergo multiple hair treatments, which can cause irritation and scalp sensitivity. Since the scalp is the foundation of healthy hair, protecting it is essential—not optional.

We don’t see “clean” as a trend, but as a responsibility. We’ve defined our own meaning of “clean”, guided by uncompromising standards. We intentionally leave out certain ingredients—not because we’re required to, but because we believe our consumers deserve nothing less than the very best. 

By combining cutting-edge technologies with the rich, potent biodiversity of Latin America, we’re able to create clean, high-efficacy formulas that push the boundaries of performance.

And throughout it all, we stay transparent. From ingredient choices to testing protocols, we are committed to sharing our journey openly with our consumers.

Our Formulation Philosophy  

What we don’t use is just as important as what we do. 

Being "clean" to us means making intentional choices about what goes into our formulas. We've established strict ingredient standards that go beyond conventional definitions:  

• No sulfates, parabens, or phthalates  

• No formaldehyde or formaldehyde-releasing agents  

• No mineral oils or petrolatum  

• 100% vegan - no animal-derived ingredients  

• No ingredients restricted by European Union (EU) regulations  

• Formulated without thousands of questionable ingredients  

Safety Goes Beyond “Clean”

It means rigorous testing, validation, and expert review. We meet all core safety requirements:  

• Toxicological Assessments of every ingredient and formulation by qualified experts 

• HRIPT and Dermatologist Testing to ensure skin compatibility

• Ocular Safety Testing to make sure our products can be used around the eyes

And we take it a step further:

• Trichologist Endorsed: All formulas are evaluated and validated by experts in hair and scalp health 

• Toxicologist Reviewed “No List” : A qualified toxicologist thoroughly reviewed the raw materials we intentionally excluded, based on strict evaluation criteria 

Clean and Safe Mean Nothing Without Exceptional Results

Our performance commitment includes:  

• Clinically Proven Results - Instrumental and consumer testing validate all performance claims 

• TriModal Method™ - Targeting scalp, cortex, and cuticle for complete hair health 

• Advanced Technologies - Nonapeptide-3, GluconaBond™, FiberSeal™ 

• Latin-Inspired Ingredients - Harnessing biodiversity for powerful naturally-derived  actives 

• Visible Results - From 5.3× less breakage to 24% denser, thicker, fuller hair 

Open About Everything  

We believe you have the right to know everything about our products:  

• Ingredient Lists - INCI declarations on all products as legally required 

• Formulation Standards - Openly sharing what we exclude and why  

• Testing Protocols - Details on our testing methodologies  

• Ongoing Communication - Regular updates as our standards evolve.

• Packaging Sustainability - Committed to sustainability, we incorporate post-consumer recycled (PCR) plastic in our packaging whenever possible. Our plastic bottles and jars are fully recyclable, and our cartons are made from FSC-certified paper sourced from responsibly managed forests.

Transparency isn't just part of our process—it's part of our values.  

Our third-party validations from recognized certification authorities include:  

• Leaping Bunny (cruelty-free) - no animal testing.  

• The Vegan Society – no animal-derived ingredients or by-products.  

• Halal Certified - confirming compliance with Islamic dietary and ethical standards. 

• National Psoriasis Foundation Seal (Iconic Densifying Scalp Serum) - suitable for use by individuals with these scalp conditions.  

• Microbiome-Friendly (Iconic Densifying Scalp Serum) - help preserve the diversity of the scalp microbiome.