About us
ABOUT US
Crafting our future
With all the global challenges in the beauty industry today,
communities of conscious consumers are growing
to promote responsible choices.
Explore New Opportunities
Our haircare products are designed to nourish and revitalize all hair types. We use high-quality, natural ingredients that are free from harmful chemicals, ensuring that your hair looks and feels its best while being kind to the planet.
Start with the customer – find out what they want and give it to them beautiful hair.
Changing the beauty industry is possible.
We’ve done it before.
Meet our team
Skilled professionals dedicated to our mission
Tony Fred
Chief Executive Officer
Founder and chief visionary, Alex is the creative force behind our haircare line. He enjoys being hands-on in product development, marketing, and enhancing customer experiences.
Mich Stark
Chief Marketing Officer
Mich loves taking on challenges. With his multi-year experience as Commercial Director in the haircare industry, Mich has helped the company to get where it is today. Mich is among the best minds in haircare innovation.
Aline Turner
Chief Technical Officer
Aline is one of the iconic figures in beauty who can say they love what they do. She mentors 100+ in-house haircare specialists and looks after the community of thousands of beauty enthusiasts.
Iris Joe
Chief Financial Officer
Emily, with her extensive background in beauty and wellness, helps us understand the latest trends in haircare and enhances our product offerings. She is passionate about driving innovation and elevating our brand to new heights.