hear the experts
beauty your way.
Born out of our founder, Georgiana Grudinschi's desire to simplify beauty and make expensive treatments accessible to everyone. We are determined to empower you to take ownership of your beauty routines through innovative, convenient, and affordable home salon products. We challenge the "experts only" notion, reminding you that you can be your own beauty expert!
viral award-winning formula
Our keratin treatment kit has won the best hair product of the year for 2021 in the Global Makeup Awards. Since our launch, the treatment has sold over 200,000 units. In a customer survey, 98% said they would recommend our products to their friends.
100% top-notch ingredients.
Our products are made in Italy using only high-quality, clean, and 100% vegan ingredients. A whopping 93% of our products' ingredients are naturally derived and we use only gentle active ingredients that deliver effective results. All our products are free of sulfates, parabens, alcohol, and silicones, making them gentle on the hair and scalp. Trust us, your hair will thank you!
Vegan Keratin Treatment
Vegan keratin sourced from wheat and soy - is the magic behind our exclusive VeratinTech™ technology that enables capillary realignment which results in natural smooth and shiny hair that lasts for up to three months - all this without damaging the hair.
With Pineapple Ceramides & Grape Seed Extract
Ceramides work on the scalp and hair by thoroughly protecting it from any further damage and help to keep the cuticle closed and restore moisture. Grape Seed Extract is used as a deep moisturizer, sealant, and shine enhancer.