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It’s a new world.
There are new rules.
We can rethink everything about how we live, love, work, share –
And how we look.
Hairstory is here to help rethink everything about hair –
From how we wash it, style, cut, color, and wear it – to how we talk about it.
It’s a brand new chapter.
Welcome to yours.



Lose the shampoo. There’s a reason hairdressers tell you not to use it much: The detergents they contain are the one cause of hair complaints including frizz, color loss and scalp irritation. Shampoo is shampoo, no matter what type of hair it targets – water, plus detergent, things to make the bubbles a certain size and shape, thickeners, stabilizers, pearly stuff, preservatives, dyes, a few drops of oils or extracts, fragrance, and presto: Another over-engineered brew to over-clean hair. 

Toss the conditioner. Conditioner is shampoo’s co-conspirator that makes nice after shampoo does its damage. Conditioner exists only to replace all that has been stripped away, fill in the ruts, and to add “slip” (usually with silicone) so you can get a comb through after washing.

Styling hair

Fewer is better. The most skilled stylists have about 6 go-to products in their kits to handle any job. So why have product companies become “Goop of the Month” clubs? Because we have developed a more-is-more mindset with a mania for newness. 

Go With the Flow. So many products (hair and otherwise) are made to mask so-called flaws, to make hair behave in unnatural ways, or to restore some of what shampoo robs. The new mindset is to respect natural instinct and enhance innate assets rather than “fix” what’s “wrong.” Yes, some people still consider curly hair wild, and unkempt, as if announcing some kind of personality defect. C’mon people! Straightening should be a choice, not a rule.


Everything Goes. Blondes aren’t the only ones having fun; haircolor choices now span the entire spectrum. The silver set is wearing rainbow hues, and young women can’t wait to go gray. Color companies are racing to catch up to the new normal, and while chemicals may be kinder than ever, bleaching is booming, and ways to prevent (or fix) damage are golden.


Be cynical. People don’t trust brands, and they have every reason not to – it’s what keeps us honest and trasparent. So hold us accountable. Trust us to deliver fantastic products with excellent customer service, and to refund your money if we don’t meet your expectations. 

In the good old days, salon brands were exclusive to hairdressers. Today, they are sold everywhere: Amazon, Sephora, Ulta, and on their own sites. Hairdressers are mad as hell (and they carry sharp objects). If you’re one of them and you’re ready to evolve, try us

Global is also local. 
We’re a family-owned company based in New York, but the hairdressers who represent us and their clients are all over the world. We’re small by most measures, but we aim to have a big impact, and our brand of e-commerce is helping salon entrepreneurs wherever (and however) they choose to work.


The salon industry is undergoing unprecedented upheaval and change is happening faster than most people either realize or are to acknowledge. The rise of the smartphone enables booking appointments, charging credit cards and essentially managing their entire business for almost no cost.

If there was any salon profit, it came from retail sales, which are now under at least as much pressure as service revenues. Every professional retail line is for sale on Amazon for Prime (free) delivery, and half of them are sold directly to Amazon by the brands. Consumers are still buying the first bottle in salon based on their hairdresser’s recommendation, but they are replenishing online. It’s just a massive change in consumer behavior.

Putting that all together, I believe the salon as we know it is going to be extinct in ten years. We have created a new way forward. We’ve dedicated ourselves to helping people rethink everything about hair in a world where the old rules don’t apply.


We do things differently at Hairstory, from how we wash hair to how we sell products. And that’s why we have officially joined 1% for the Planet as a contributing company donating to qualified charitable organizations. We have committed to donating 1% of our annual proceeds from sales of New Wash bottles to help those working toward a healthier planet. After all, it’s the only one we’ve got.

1% for the Planet is a global network of businesses, nonprofits and individuals working together for a healthy planet. They bring dollars and doers together to accelerate smart environmental giving, raising more than $175 million to date. Learn more at

It feels good to do good, and you – our customers – are doing your part just by shopping with us. To weigh in on how we allocate our donations, cast your ballot here.