Press & Recognition
AWARE, in the press
Recent coverage of AWARE and the rise of scalp-first care we’re helping lead.
As seen in
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Recent Coverage
Why AWARE is making waves
Beauty editors, national gift guides, and the trade press keep putting AWARE in the conversation as scalp-first care has its moment.
Why Scalp Care Routines Are Having a Moment
The Journal’s feature on the rise of scalp-first care, with AWARE’s 9·1 Professional Shampoo as the lead image.
Jun 16, 2026
Retail Watch: Beauty Brand Moves, May 2026
AWARE featured in BeautyMatter’s Retail Watch on the month’s notable beauty brand moves.
Jun 14, 2026
Anne Hathaway’s Tiny Braid Trick Is Basically A Facelift For Your Hairline
Co-founder and trichologist Tina Mui is the sole expert quoted on the hairline-tension trend, alongside the AWARE scalp gua sha.
Jun 5, 2026
All the Beauty Retail Expansions of 2026
AWARE’s C.O. Bigelow debut, listed among the year’s notable beauty retail moments.
Jun 2, 2026
The Best Mascaras for Older Women
AWARE featured in InStyle’s beauty coverage.
May 30, 2026
The 17 Beauty & Skincare Products Scary Mommy Editors Discovered This Month
The AWARE Scalp Care Ritual Bundle, an editor discovery of the month.
May 27, 2026
17 Memorial Day Deals Our Editors Are Actually Shopping
The AWARE shampoo, among the editors’ genuine Memorial Day picks.
May 22, 2026
The Quality Edit
161 Sales Worth Shopping This MDW
AWARE’s Memorial Day gift-with-purchase, featured by the editors at The Quality Edit.
May 22, 2026
Mother’s Day Gift Guide: From Makeup to Clothes and More
The AWARE shampoo, featured in OK!’s Mother’s Day gift guide.
May 4, 2026
The Hype Magazine
AWARE Hair Co-Founder Tina Mui Reveals the Powerful Story Behind Scalp-First Haircare
An in-depth interview with co-founder Tina Mui on the story behind AWARE.
May 4, 2026
56 Thoughtful Gifts for the Woman Who Has Everything
The AWARE Mother’s Day set, among Esquire’s most considered gifts.
Apr 27, 2026
New You
The 12 Most Game-Changing Beauty Brands We Discovered at Cosmoprof Miami 2026
AWARE named among New You’s 12 game-changing brands from Cosmoprof Miami 2026.
Feb 11, 2026
10 Standout Brands We Loved at Cosmoprof Miami 2026
AWARE named one of NewBeauty’s 10 standout brands at Cosmoprof Miami 2026, spotlighting the 9·1 Professional Shampoo.
Feb 2, 2026
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You don’t wait until your skin is wrinkled to wear sunscreen. So why do we wait until our hair is shedding to care for the scalp it grows from?Tina Mui, Co-Founder · The Hype Magazine Read the full interview
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