
KEY BRAND PRINCIPLES
• Trichologist approach for scalp care and hair care by hair enthusiasts.
• Ecology.
• No age division.
• Show hair care as something simple and easy.
• Holistic approach to hair care.
• Microbiome care and skin wellness.

BRAND VALUES
• Transparency: we show the ingredients of the products we have created.
• Effectiveness: we have tested hundreds of ingredients and the effects are backed by research.
• Doing good: we help customers and the environment.
• Realism in care: we don't make empty promises, but a simple recipe for healthy hair.
• Holistic approach: we tackle care head-on. Literally.