After two decades in the hair industry, stylist, colorist, and product developer Sam founded allyoos as a friendly clean-beauty brand for everyday hair care. Its plant- and water-based formulas are designed for people who want gentler alternatives to frequent shampooing and conventional hair masks.
Credo Beauty Clean Standards
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MASAMICreated in 2020 by Lynn Power, James Hammet and Masahiro Sasaki, MASAMI grew from Masahiro’s family tradition of using ocean botanicals in daily life. The brand makes clean haircare centered on mekabu seaweed sourced from a family-owned company in Japan, while its MASAMI Institute supports marine biology research and communities affected by the 2011 tsunami. Its formulas are made for people seeking lightweight hydration across hair types and textures.PALM SPRINGS, CA
The Root ProjectThe Root Project makes U.S.-made haircare that treats root and scalp care as part of the everyday wash, rather than an extra step. Its founder-formulated Root Complex™ combines polypeptides, ceramide-rich lipids, structural amino acids and antioxidants, while aloe leaf juice replaces water as the base. The brand’s clean formulas are certified vegan, cruelty-free, sulfate- and paraben-free, and packaged in 100% up-cycled materials.
HairstoryHairstory makes responsible haircare built around New Wash, a detergent-free cleansing cream launched in 2015 to replace shampoo and conditioner in one step. The small company develops naturally derived formulas with professional hairdressers and pioneered low-plastic haircare refill pouches, later creating a fully recyclable version. Its products are Leaping Bunny Certified and packaged with recyclable refill options.New York, NY