Our Story

Our humble beginnings started in a California garage, and since 2014 have grown exponentially to include millions of fans worldwide. Our patented technology is continuously changing what is possible for hair!

The ingredient that changed it all.

Known as the “invention,” the Bis-Aminopropyl Diglycol Dimaleate ingredient allowed professionals to reach new heights in color & care. Hair wasn’t just healthier; it took on a completely different quality — blondes were brighter, brunettes more radiant, and redheads more vibrant.