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All Our Things Content

Our Hair

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.  

Old School Service

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. 

Friendly Clean Beauty 

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 Product Development

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 Quality

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.

Our Cost

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.

Our Two-cents on Clean

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.


Aluminum Compounds
Aminomethyl Propanol
Ammonium Laureth Sulfate
Animal by-products
Benzalkonium Chloride
Coal Tar and Coal Tar Hair Dyes
EDTA and its salts
Ethanolamines (MEA, DEA, TEA)
Ethylene and Butylene Glycol
Formaldehyde and formaldehyde donors
Mercury and Mercury Compounds
Methyl Cellosolve
Mineral Oil and other petrochemicals
Placenta Extract
Polyethylene Glycol (PEG)
Polypropylene Glycol (PPG)
Sodium Laureth Sulfate (SLES)
Sodium Lauroyl Sarcosinate
Sodium Lauryl Sulfate (SLS)
Synthetic Fragrance

Check out our full banned ingredient list here.

More Things

PETA Certified Vegan and Cruelty-Free
Formulated using organic ingredients
Formulated using plant-derived ingredients 
Hairdresser tested
Dermatology tested
Allergy tested