We’re inspired by natural beauties. We’re not here to change your texture, coat your hair with heavy ingredients or create product build-up. We’re also not trying to make thin hair thick or curly hair straight. We want you to lean into the hair you have by treating it with the right ingredients, and ultimately do a little less to look your best. We love a bit of fuzz or frizz, a little bend, a little slouch; we'll help enhance yours — and give you the care your hair needs so you can style a bit less. By the time we're done with you, you'll love wearing your natural hair.
We’re obsessed with old school service. Whether it’s coming from five star hotels and michelin starred restaurants or your local coffee shop and bodega. Those memorable moments stick with us — they catch us by surprise and change our day for the better. Years of being in the service industry taught us that genuinely being into our clients, and doing our part to make someone else’s day is the best part of the job. That’s why our brand is not about us, it’s about you. We’re here to design what we know you’ll love, what you’ll actually use, and what’s best for your hair — and throw in a few surprises along the way.
We know sometimes clean beauty can seem highfalutin, overpriced, or like it's just not your thing. At allyoos, we like to treat our community like family, like cousins. We totally geek out over thinking of ways to not only develop cool products, but to build community and spread love the allyoos way. We use real girls in our photoshoots, we use our own community of family and friends to test product submissions, and we give consumers our grandparent's Sunday Sauce recipe. Listen, pretty soon clean beauty will just be beauty, when everyone else finally catches up. So we're clean of course, but we're a lot of other things too. We're building a soulful, warm, friendly, clean beauty brand. And because of that, we're everybody's type.
Our clean product developers work with chemists who specialize in the clean space — we like to call them “clean chemists.” Making clean formulations requires a whole new level thoughtfulness and awareness. Clean beauty is not about corporate technology, one or two story ingredients, or trademarked “complexes.” It’s about safe, feel-good formulations. If we launch it, it’s clean and it works. Make no mistake — there’s a new level of sophistication and due diligence required of clean brands, which is why clean beauty is as smart as it gets.
Our formulas contain a blend of organic ingredients and alternatives to harsh chemicals. We don’t work exclusively with 100% organic ingredients for two reasons — it’s very hard to get the stability and performance you want and need out of 100% organic ingredients, and we believe there is more to formulas than just that organic seal of approval. They need to be safe, and they need contain ingredients that actually contribute to product performance. Also, hello — how about ingredients we can pronounce? Our brand scent is made up of a blend of essential oils. We had 300 essential oils to choose from — compared to the 3,000 options available when formulating with synthetic fragrance. It’s challenging to formulate with limited options, but it’s worth it. We balance organic ingredients, safe ingredients, and performance.
The cost of clean formulations is significantly higher than non-clean, or conventional formulations. That’s just the reality. Luckily the beauty industry has great margins. Conventional prestige beauty brands tend to have lower production costs, yet charge more. We decided that our margins are great enough — we don’t need to charge what everyone else does. Clean ingredients are a luxury, but we’re set on making our products accessible. It’s how we’re building our brand and how we want to do business with you.
We’re not really big on doing the bare minimum. We like to go the extra mile. There is more to being clean than removing things like parabens, sulfates, and phthalates. These are super entry level claims that conventional brands have been making for years — long before “clean” was even a buzzword. And while we’re on the topic, we strongly believe that “clean” is not just another marketing ploy or box to check. There’s a lot of formula work that needs to be done to get your formulas truly clean. We’re over the cleanwashing, isn’t everyone? It’s time to step it up. Here’s a glimpse of our free-ofs.
Sodium Lauryl Sulfate (SLS)
Sodium Laureth Sulfate (SLES)
Ammonium Laureth Sulfate
Polyethylene Glycol (PEG)
Polypropylene Glycol (PPG)
Formaldehyde and formaldehyde donors
BHT and BHA
Ethylene and Butylene Glycol
MEA, DEA, TEA
Coal Tar and Coal Tar Hair Dyes
EDTA and its salts
Check out our full banned ingredient list here.
PETA Certified Vegan and Cruelty-Free
Formulated using organic ingredients
Formulated using plant-derived ingredients