Our Story
Born and Raised in Los Angeles, California with Passion and Purpose

About AWARE
At AWARE, we strike the perfect balance between natural and active ingredients—where “natural” products often fall short and “professional” ones can be too harsh, our products delivers optimal performance, pH balance, and efficacy in every formula.
Our debut collection, 9·1 Professional, merges artisanal craftsmanship with cutting-edge science—an art and a science, much like fine wine. Using only the finest ingredients, we achieve exceptional quality without compromise.

Our Deep Connection to Nature
Rooted in our coastal Los Angeles heritage, AWARE draws inspiration from the Pacific’s rich biodiversity. At its core is our patent-pending AWAREBIO Complex™—a proprietary blend of potent bioactives designed to nourish and strengthen both scalp and hair.
After five years of research across the four corners of the Mare Pacificum (“Peaceful Sea”), we’ve crafted a holistic formula that merges nature’s power with the latest in Clean Hair Science—delivering uncompromising professional performance.
We proudly dedicate 1% of our profits to environmental and marine conservation efforts.

Intentionally Curated Essentials
It’s a common myth that every hair type needs a separate product line. As stylists, we know that all hair thrives on the same essentials: hydration, strength, and protection. In a fast-paced salon, products must work seamlessly—for every client, every time.
That’s why we designed the AWARE 9·1 Professional collection to focus on just that. With a shampoo, conditioner, and leave-in styling conditioner, each formula delivers 9 essential hair and scalp functions—offering a complete ritual with minimal products. Tested for over two years in diverse salon environments, it’s professional haircare, simplified.

Our Promise
We produce our products in small batches and on a made-to-order basis to ensure peak quality and freshness. Crafted locally in our certified California lab, each formula undergoes rigorous third-party testing—ensuring that every product is as effective as it is potent. Unlike large-scale production, this approach prevents the quality losses that come with prolonged storage and reduced oversight.
By sourcing our own ingredients, we maintain complete control over quality and efficacy. This hands-on approach ensures every component upholds the integrity of our formulations. Through close supplier relationships, we also champion sustainability and ethical sourcing.

Salon-Exclusive Availability
By offering our products through salons that have gone through our education and certification program, we ensure they are used and recommended by professionals who understand the unique benefits and can guide clients on how to achieve the best results.