A Note from the Founders
A New Approach to Professional Haircare
We started AWARE as a response to the unspoken toll beauty can take on those who dedicate their lives to it.
AWARE is our commitment to a safer, more elevated standard of haircare. Our formulations are built from the ground up — without compromise — using skincare-grade actives, clinical concentrations, and naturally derived and organic ingredients. Every product is rigorously crafted to protect the long-term health of stylists and clients alike, without sacrificing creativity or results.
As a collaboration between scientists, scalp specialists, doctors, and professional stylists, our founding team is comprised of leading experts at the forefront of clean scalp and hair science.
Irreparable Harm To Our Health
As stylists who’ve tried nearly every haircare product available, we struggled to find one that checked all our boxes. Most were harsh, overpromised, and failed to consider the realities of professional use. Stylists work with 8 to 10 clients a day—meaning repeated exposure to these products, even in "safe" amounts, adds up. Over time, we've seen the toll this has taken on our health and the health of our fellow colleagues.
So, we 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 we developed AWARE, we 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 us — 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.