A Note from the Founders
Our Purpose
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.
Setting New Standards
As we developed AWARE, we made a conscious decision to go beyond conventional definitions of “clean.”
For us, crafting with care isn’t just about what’s left out—it’s about what’s thoughtfully chosen and why. Take fragrance: while many products use the umbrella term “parfum,” which can include thousands of undisclosed compounds, we took a different path. We invest in ISO 9235-compliant natural fragrances—sourced responsibly and sustainably. These aren’t just safe—they’re functional, offering the benefits of aromatherapy to support both scalp health and emotional wellbeing. We are not just meeting high standards, we are setting new ones.
Inspired by the Pacific
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.
Creating with Heart, Soul, and Purpose for Being
We’re Tina and Jade—the mother-daughter duo on a mission to bring awareness to the often-overlooked foundation of healthy hair: the scale. Tina is a veteran stylist and trichologist who’s spent her life behind the chair, building beloved salons and mentoring the next generation. After losing two close stylists to cancers linked to prolonged exposure to toxic salon chemicals, she began rethinking what “professional” products should really mean.
When Jade struggled with her own scalp issues and hair loss, she was shocked to find that while there were endless haircare options, almost none focused on the root: scalp health.
Together, we created AWARE to fill that gap—offering truly safe, salon-grade scalpcare that supports long-term wellbeing for both stylists and clients.