Collection: Formidable

The product. From the very beginning, creating a range of products that stand out above the rest has been our goal. The thing is, how do you do that with countless products out there already?

Well, where better to start than the foundation — made in New Zealand, Aotearoa through and through. It was non-negotiable for us that it had to be made right here, using our people and expertise.

Then the ingredients — they had to be as clean as possible without compromising on performance — every ingredient must have a purpose and you should be able to know what that is.

Then there was the product range — it needed to be clear, concise and have something for everyone no matter their hair type or desired style.

Lastly, every product needed to fit within a broader system, because our long-term goal is to create a complete self-care system — something that is personalised to you, simple to use and produces great results every day so that you can focus your energy on doing the work that matters.