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My Philosophy

Simple hair and how to get there.

"The way we feel about ourselves on any given day is so tied into how we feel about our hair. Hair is that powerful. Once, after a cut and styling, the client I was working on started to cry. She told me she felt beautiful. First, I was relieved to discover that she was crying out of joy. Then I realized that I wanted her to feel that good about her appearance and her hair every day.

A couple of years and a lot of experimentation later, I am pleased to bring you my line of hair care products. They are based on the simple premise that achieving and maintaining great hair should be nothing short of easy." – Jonathan

The Product

My essential water-based formulations are as luxurious as they are nourishing. Made from select natural oils, exotic butters, and fruit, plant, and seed extracts, each of the shampoos, conditioners, styling and finishing products is designed to help leave your hair looking great and feeling healthy with minimum effort.

Why no sulfates?
Hair that looks shiny, brilliant, and full of color in the salon can, in less than a week, become dull, brittle, and faded. Using shampoos containing sodium laurel sulfate or hidden sulfates is one of the major reasons. My products are sulfate free. A sugar-derived surfactant gently cleanses hair, lifting away impurities.

Why essential water™?
Our showers may not have the best water coming out of them. Chlorine and heavy metals present in our water supply can dry out hair and skin, dull hair color, and make hair less manageable. I wanted to put better water inside of my formulas. My products only use water that is deionized, purified, and infused with botanicals to make the best products for your hair – pure, natural, and gentle.

Why vegan?
Why compromise? Whenever possible, we use natural alternatives to wheat, dairy, or animal-derived ingredients.

No mineral oil.
No alcohol (exception Firm Hold and Dirt).
No synthetic colors.
No DEA or MEA.

Information supplied by Jonathan Product.