Known for its Ghost collection, Verb Products creates lightweight hair-care formulas for fine to medium hair. Its products are positioned around smoothing frizz and adding shine without weighing hair down, with PETA-certified cruelty-free formulas that exclude parabens and harmful sulfates.
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VerelleVerelle makes clean, customized haircare for wavy, curly and kinky-coily hair, pairing hair-type-specific formulas with a simple three-step routine. The company’s approach grew from a belief that natural curls deserve personal care rather than a one-size-fits-all standard, and its products are made in the USA with natural ingredients while avoiding sulfates, silicones and parabens. Verelle’s range is vegan and cruelty-free, with a curl quiz helping customers choose the routine suited to their hair pattern.
JVN HairCreated 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.
JupiterJupiter makes premium, scalp-first hair-care products that treat dandruff and seborrheic dermatitis without the medicinal feel of traditional drugstore formulas. Founded by Ross, Robbie and Alexa after years of struggling with dandruff and dry scalp, the company develops its formulas with dermatologists, colorists and stylists and tests them through clinical trials or consumer studies. Its vegan, cruelty-free products are designed to be color-safe and sulfate- and paraben-free, while a portion of annual proceeds supports Strong Girls United.New York, NY
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