At the outset, Oribe Canales felt  that his hair care line should push the boundaries of performance. He wished stylists and consumers to not just see — but feel — the difference. The founders worked with innovation laboratories and specialty experts around the world to create specific formulations that truly surpassed anything in the industry.

The result is a line of luxurious hair care products that is unique in every aspect: gels that condition, oils that hold, sprays that don’t flake, skincare-grade shampoos that prep hair for styling and gently balance the scalp, masks that have the richness and body of a lavish moisturizing cream. And that’s just the first step. Each product is tested extensively backstage and on set to ensure that it outperforms everything else in the market.

Whilst the products are ultra-high-tech, the formulas are innovative and contemporary — formulated without parabens and sodium chloride. All the products are gluten-free, cruelty-free, color and keratin treatment safe and have UV protection for hair. The results are visible after their first application.