We use distilled water in our formulas to ensure maximum purity.

A mild, plant-based surfactant derived from natural sugars, such as glucose, and coconut or palm oil. It’s used in our shampoo for its gentle cleansing properties and ability to create a soft, rich lather.

A surfactant derived from coconut oil. It’s used for its effective cleansing and foaming properties, helping to remove dirt and oils while creating a rich lather for a refreshing wash.

A colourless liquid derived from vegetable oil. It pulls in and absorbs moisture from the air, helping keep the hair and scalp hydrated.

A luxurious oil extracted from the Simmondsia Chinensis plant. Rich in minerals and vitamins that moisturise and nourish the scalp and hair. In our minds, it is the king of oils.

A fine black powder made from heating coconut shells, wood, or bamboo. It's used in our shampoo for it's black colour and to clean the hair and scalp by removing dirt, oil, and buildup

An extract from native species of seaweed sourced from NZ waters. Provides immediate and long-lasting hydration to the hair and scalp. Packed with antioxidants and antibacterial properties.

Our homegrown superstar! Mānuka Honey is used in our shampoo because it helps hydrate hair, soothe the scalp, and promote healthy-looking hair with its plentiful nutrients and antibacterial properties.

Used for centuries in rongoā Māori, Kawakawa is a powerful native ingredient in our shampoo due to it's soothing and nourishing properties, helping to calm the scalp and support hair growth.

Mamaku (Black Fern) derived from our largest native fern, offers soothing and moisturising properties for the hair, while assisting in regenerating skin cells for the scalp.

A gentle cleanser made from plants like coconut oil and sugar. It’s used because it effectively cleans hair without stripping moisture, making it suitable for sensitive scalps.

A form of wheat protein broken down into smaller parts. It’s used to strengthen hair, improve elasticity, and add shine by deeply penetrating the hair shaft and moisturising.

Also known as pro-vitamin B5, is derived from plants like wheat. It’s used in to moisturise and strengthen hair, adding shine, improving texture, and preventing dryness or split ends.

Benzyl Alcohol is an alcohol derived from natural sources like flowers. It’s used in our shampoo as a preservative to prevent bacteria growth.

The salty stuff. In our shampoo, it’s used to thicken the formula, improve texture, and help control the consistency of the product for easier application.

A natural compound derived from sugar beets. It’s used to help moisturise and soothe the scalp, reduce irritation, and improve the texture of hair by adding softness and shine.

A mild acid derived from glucose. It’s used to help moisturise the scalp, improve hair texture, and act as an antioxidant, protecting hair from damage and promoting healthy shine.

A preservative derived from benzoic acid, often found in plants like berries. It’s used to prevent the growth of bacteria and fungi, extending shelf life and maintaining product safety.

A preservative derived from sorbic acid, which comes from berries. It’s used to prevent the growth of mold, yeast, and bacteria, helping to extend the product’s shelf life.

A salt derived from gluconic acid and calcium. It’s used as a binder and humectant to attract moisture. It also provides scalp conditioning.

A form of vitamin E, derived from plant oils. It’s used for its antioxidant properties, helping to protect hair from damage, nourish the scalp, and promote healthy, shiny hair.

Citric acid is derived from citrus fruits and is used to balance the pH levels in our formulas.

A synthetic conditioning agent. It’s used in our shampoo to smooth and detangle hair, reduce static, and improve moisture retention, leaving hair soft and manageable.

A preservative derived from natural sources like plants. It’s used to prevent the growth of bacteria and fungi, helping to extend the product's shelf life and maintain safety.

Our preservative of choice. It offers broad-spectrum protection against bacteria, yeast and mould, while also being paraben-free and formaldehyde-free.

A new Formidable scent, distinct from our styling products. Contains a combination of oils used to create our 100% natural fragrance. Designed to provoke a sense of calmness, cleanliness and vitality.