Duo · 2 products
Shower Duo, Light
Daily Shampoo and Light Conditioner for straight and wavy hair
Cleanse the scalp first, then condition the lengths. Both are made for fine to medium hair that goes flat easily.
Save 10% at launch
In development · not for sale yet
Hairmetry
The Hairmetry line: our own hair care, built around the evidence on this site.
13 products, one for every hair type and problem. No fragrance, no harsh preservatives, no filler claims. Every key ingredient links to the study behind it.
Sets
Duo · 2 products
Shower Duo, Moisture
Moisture Shampoo and Rich Conditioner for wavy, curly and coily hair
A soft cleanse followed by a richer conditioner, for hair that dries out and tangles more easily.
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Duo · 2 products
Scalp Duo
Scalp Shampoo and Density Serum for a well-kept scalp
A cosmetic scalp wash and a leave-on serum for scalp care. Neither treats hair loss; for hair loss, talk to a doctor.
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Routine · 4 products
Curl Routine
Wash, condition, define and dry gently, for wavy to coily hair
The four steps of a curl routine in the order you use them: cleanse, condition, define, then blot instead of rub.
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Routine · 4 products
Repair Routine
Pre-wash oil, reset wash, mask and heat protection for worn hair
Oil before the wash, an occasional reset wash, a weekly mask and heat protection before styling.
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Routine · 3 products
Fuller Look Routine
Shampoo, conditioner and root lift for hair that sits flat
A light wash and conditioner that do not weigh hair down, plus a spray that lifts at the roots.
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Routine · 3 products
Scalp and Density Routine
Scalp wash, density serum and root lift for a fuller-looking head
Scalp care plus styling for the look of more hair. These are cosmetics, not a hair loss treatment; for hair loss, talk to a doctor.
Save 15% at launch
Save duos 10% and routines 15% at launch. Sets are cosmetics for hair and scalp; they do not treat disease. For hair loss, talk to a doctor.
Wash
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Daily Shampoo 250 ml
Gentle everyday cleanse for oily or balanced scalps
straightwavy
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Moisture Shampoo 250 ml
Soft cleanse for dry, wavy, curly and coily hair
wavycurlycoily
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Scalp Shampoo 250 ml
Helps reduce flakes and itch on flaky, oily scalps
straightwavycurlycoily
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Reset Shampoo 250 ml
Deep clean that lifts buildup, hard-water minerals and chlorine
straightwavycurlycoily
Condition
Treat & repair
Protect
Style
Scalp
Tools
Never in our formulas
What we leave out, and why
Only things with a real reason behind them. Silicones, parabens and sulfates in an occasional clarifier are not on this list: the evidence does not support fearing them.
Added fragrance and fragrance allergens
Fragrance is a main cause of contact allergy. In one clinic series, 15.7% of dermatitis patients reacted to a fragrance. Linalool and limonene appear in about half of fragranced products.
Essential oils
Natural does not mean gentle. In 62,354 patch-tested clinic patients, 1.4% reacted to an essential oil alone. Ylang-ylang, sandalwood, jasmine, peppermint and oxidised tea tree oil led.
MI / MCI preservatives
MI drove a rise in contact allergy in Europe. EU banned it from leave-ons in 2017; rinse-off is capped at 15 ppm. About 3 in 100 tested patients react.
Formaldehyde-releasing preservatives
These preservatives slowly release formaldehyde, a known skin allergen. A 2022 clinical review says they still cause dermatitis, sometimes without being listed on the label.
Zinc pyrithione
Banned in EU cosmetics from March 2022 as toxic for reproduction (hazard class). EU experts judged it safe in rinse-off anti-dandruff shampoo up to 1%, but no exemption was granted.
Harsh sulfates in daily products
SLS is the standard irritant control in skin patch tests. A gentler cleanser, sodium lauroyl glutamate, irritated far less in 15 people. Fine for an occasional deep clean, not daily.
Drying alcohol in leave-ons
In 15 volunteers, strong alcohols lowered skin hydration without breaking the barrier. A mild effect, so a caution for dry or sensitive scalps. Fatty alcohols like cetyl alcohol are fine.
Coal tar
Coal tar can cause folliculitis, irritation and allergy, and contains carcinogens seen in animals and workers (patients show no clear tumour rise). A non-tar shampoo matched it in one trial.
Methyldibromo glutaronitrile
A preservative the EU banned in all cosmetics because allergy kept rising. In Denmark, positive allergy tests fell from 4.6% to 2.6% after the ban.