No two heads of hair have the same story, or the same needs. So when it came to upgrading our hair care line, we turned to our community, listened closely, and built our response from the ground up: three distinct new collections—Hydrating, Volumizing, and Nourishing—each formulated to give your unique hair exactly what it craves.
As always, every formula is biodegradable and free of added fragrances and dyes. We choose each ingredient for its proven purpose—never for label appeall—to deliver hair that feels soft, shiny, and genuinely healthy, with minimal impact on the planet. Refill anytime, and lean into that shiny, soft, good-hair-day feeling.
Here's what's inside each routine.
It all starts with a great foaming experience.
Before you get to the ingredients, the science, or the results, there's a moment that sets the tone for the whole routine: the first lather. Our R&D team spent months dialing in that moment for this launch. The result is a deeply satisfying fragrance-free ritual grounded in touch and texture.
Each routine has its own signature foam, engineered to match its purpose:
- Hydrating: Silky lather with big bubbles
- Volumizing: Airy and soft with lots of small bubbles
- Nourishing: Creamy and cushiony with small bubbles
And every one of them foams up fast as you start massaging it into your hair.
The Hydrating Routine: Rebuilding From the Inside
The hydrating shampoo and conditioner feature vegan keratin. This isn't a single ingredient, but a blend of three hydrolyzed plant proteins: wheat, corn, and soy.
Think of dehydrated hair like a brick wall that’s missing mortar. The bricks are your hair and the missing mortar is where water should be but isn’t. The three proteins that make up our vegan keratin work like new “mortar”, and together they help rebuild the connections that hold the bricks together. The result is a protective shield that helps water stay locked inside the hair shaft instead of evaporating off.
Glycerin plays a supporting role here too. As a humectant, it draws in and holds onto moisture without weighing hair down.
That philosophy carries into the texture. The shampoo was developed to foam into big, silky bubbles, rich and enveloping, but never heavy. The conditioner, by contrast, doesn't foam at all. That was deliberate: nobody wants to stand in the shower waiting for a thick conditioner to do its thing. It's meant to feel light and easy to rinse clean.
The Volumizing Routine: Playing With Charge
The volumizing shampoo and conditioner take a different approach, built around hydrolyzed rice protein and glycerin.
Here's the science behind it: hair is naturally negatively charged. Rice protein carries both positive and negative charges. The positive charges are drawn toward the hair and coat it, while the negative charges repel each other. That gentle repulsion is what helps create lift and volume at the root. Glycerin does its usual job of retaining moisture without adding weight, reinforcing the volumizing effect rather than working against it.
Texture-wise, the shampoo whips into an airy, almost weightless foam: lots of small bubbles, light in the hair, but with a surprisingly satisfying density. The conditioner stays light too, so it never flattens the volume the shampoo just built.
The Nourishing Routine: A Raincoat for Your Hair
The nourishing shampoo and conditioner lean on mango butter, argan oil, and hydrolyzed soy protein.
Soy protein helps smooth the hair's surface, for locks that are moisturized, shiny and touchably soft. Argan oil and mango butter then form a protective, water-resistant shield around each hair shaft, like a rain coat. These lightweight lipids help lock in moisture, while shielding the hair from outside stressors.
This lather is the richest of our 3 shampoo formulas. The mousse is creamy and dense, with small bubbles that build up quickly, and a texture that’s pillowy soft and indulgent. The conditioner feels rich and creamy, with a clean rinse.
The Art Behind the Line
Each routine also comes to life visually through three original illustrations by Florence Rivest, one for each duo: a river for Hydrating, a mountain for Volumizing, and a leaf for Nourishing.
Florence is a visual artist, illustrator, and muralist based in Tofino, originally from Montmagny in Quebec's Chaudière-Appalaches region. Growing up on the shore of the St. Lawrence River, she developed a deep connection to the outdoors early on, shaped by a family culture of exploring the wilderness, a connection that comes through clearly in the pieces she made for this launch. She studied graphic design at Cégep de Sainte-Foy before completing her bachelor's degree at UQAM in 2016. Florence’s training shows up in her signature style: a distinctive simplification of form that amplifies emotional expression without losing its sense of place.
Three Routines, One Simple Idea
Hydrating, Volumizing, and Nourishing: three unique hair concerns, ingredient stories, and textures—now paired with distinct foam profiles and custom illustrations to match. Yet the thread connecting them remains the same: intentional formulas crafted with ingredients chosen for their performance, never for label appeal.
Curious which routine is right for you? Come explore the full range on our site. We'd love to help you find your match.
