At the outset, Oribe Canales felt strongly that his products should push the boundaries of performance. He wanted stylists and consumers to not just see — but feel — the difference. The founders worked with innovation labs and specialty collaborators around the world to create custom formulations that truly surpassed anything in the marketplace.

The result is a line of luxurious products that is unique in every category: gels that condition, oils that hold, sprays that don’t flake, skincare-grade shampoos that prep hair for styling and gently balance the scalp, masques that have the richness and body of a lavish moisturising cream. And that’s just the beginning. Each product is tested extensively backstage and on set to ensure that it outperforms everything else.

While the products are ultra-high-tech, the formulations are clean and modern — formulated without parabens and sodium chloride. All the products are gluten-free, cruelty-free, colour and keratin treatment safe and have UV protection for hair. They perform like magic.