Created by professional hairstylist Jonathan Van Ness, JVN Hair makes clean haircare designed around individual hair goals rather than fixed hair types. Its silicone-free formulas feature patented, sugarcane-derived hemisqualane, with products such as its best-selling Air Dry Cream developed to enhance natural texture while controlling frizz. The brand pairs inclusive, science-backed formulation with vegan, cruelty-free products and packaging made from recyclable aluminum and glass.
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
Eva NYCBrooklyn beauty lovers Eva NYC make clinically proven haircare with science-backed, responsibly sourced ingredients and a lighter environmental footprint. The brand sets itself apart by omitting more than 1,300 ingredients while remaining certified vegan and cruelty-free, and by using packaging made with recycled materials. Eva NYC is also a certified B Corporation and Climate Neutral, with a stated goal of reaching Net Zero by 2035.BROOKLYN, NY
SEENFounded by Harvard-trained dermatologist Dr. Iris Rubin after hair products triggered her own breakouts, SEEN makes haircare and body-care formulas designed to treat hair as part of skincare. Its clinically proven, non-comedogenic products are made for sensitive skin, with fragrance-free options carrying the National Eczema Association’s Seal of Acceptance. SEEN has been vegan and cruelty-free since day one and uses Eco-Refill pouches that reduce plastic use by 75% compared with traditional liter bottles.BETHESDA, MD