A Note from Co-Founder and Master Stylist, Tina

A Legacy in the Beauty Industry
Over three decades, I’ve owned, consulted, and operated 15+ luxury spas and salons across the West Coast, earning international recognition at events like The Rose Parade, ESPYs, Oscars, and Emmys.
Mentoring thousands of hairstylists, my life's mission is to shape the next generation of beauty professionals.
How do we change the world? As Morgan Freeman said, “One act of kindness at a time.” A reminder to lead with care every day.

Irreparable Harm To My Health
As a stylist who’s tried nearly every haircare product available, I struggled to find one that checked all my boxes. Most were harsh, overpromised, and failed to consider the realities of professional use. Like many stylists, I work with 8 to 10 clients a day—meaning repeated exposure to these products, even in "safe" amounts, adds up. Over time, I've seen the toll this has taken on my own health and the health of my fellow colleagues.
So, I set out to create something better - something that surpassed everything else on the market. AWARE Hair: natural-first, effective, and designed for daily use by both stylists and clients. It’s time to simplify haircare—and change the industry for good.

Setting New Standards
As my team and I developed AWARE, I grew frustrated with the misleading claims in “clean” beauty. Once you know, you can’t un-know: many of these products still contain potentially harmful ingredients at high exposure levels. For stylists, who use hair products 10x more than consumers, prolonged contact is even more concerning.
Take fragrance: products labeled "natural" can still contain synthetic scents under the vague term "parfum"—a category that can include over 3,000 undisclosed chemicals according to the International Fragrance Association. Why? Synthetic fragrances are cheap, abundant, and have long shelf lives, while true natural scents are rare and costly due to strict sourcing standards.
At AWARE, we set our own bar—stricter than global guidelines. We invest in ISO 9235-compliant natural fragrances that don’t just meet the highest safety standards but also harness the healing power of aromatherapy. We are not just meeting high standards, we are setting new ones.

Crafting the Perfect Solution
The Pacific has always been an inspiration for me — as a source of life, energy, and beauty. Working with experts and stewards of nature, our R&D team carefully sourced a holistic blend of ingredients from across the region.
Produced in small batches under meticulous care, our goal is simple: to craft the very best—products we trust on ourselves, loved ones, clients, and you. This is a journey of passion, artistry, and the pursuit of something better. And we’re just getting started.