The Concept

Hi. It’s Kailey, Founder of OWA Haircare.

If you haven’t heard about how I got here or of how OWA came to be, you can find our story here.

First and foremost, thank you for being here. It means a lot to us at OWA that you are interested in our mission and that you trust our team to elevate the conversation around beauty, science and sustainability.

OWA exists to #rethinktheroutine. We offer sustainable haircare without compromise. We started this blog, because we wanted a place to share evidence-backed information about all things haircare, including a deep dive into science and sustainability topics. More than that, we want to empower you to fully understand your environmental impact as a beauty consumer so you can make the best decisions for you and our planet.

The Concept

Being constantly curious about everything (quite literally) is something I’ve experienced ever since I can remember. I’ve always been interested in how things work, what they are made of, and how they were put together. Every shampoo bottle I’ve ever encountered has always listed water as the primary ingredient. Probably like most of you, I didn’t really question it because I assumed water was necessary. One day, while packing for a trip, I did question it.

“Why is water the first ingredient in shampoo?”

This single question led me to where I am today, four years later, writing this story to you. I quite literally googled this question and it led me to discover shampoo is 80% water on average. Mind. Blown. What?! Why? Why was shampoo 80% water on average? Has it always been mostly water? Why have we been packaging and shipping mostly water around the planet? Is there an alternative? My next thought, was the idea for what today is known as Hair Wash.

“Does a powder shampoo exist?”

The Validation

With my background being in chemical engineering, I take a scientific approach to innovation. So, despite my enthusiasm about the potential of a water-activated powder shampoo, there were also a number of questions that I needed to answer.

  • Why did a powder shampoo not exist?
  • Was a powder shampoo possible?
  • Was a powder shampoo actually more sustainable and where is the proof if so?
  • Could it work in hot and cold water?
  • Would it lather?
  • Would it be an easy-to-rinse formula?
  • Would it be conditioning?
  • Could it be designed to have the same features as liquid shampoos, with volumizing, smoothing, and hydrating features?

I knew if I could answer these questions and formulate a powder product with the same, if not better performance, than a liquid shampoo, then I would be onto something that could change haircare as we know it.

The Conversation

This concept, which I refer to as “beyond the bottle” is about thinking beyond what we can see. As consumers, we must consider the entire life cycle of a product. How? That’s the information we will provide in this blog. We’ll also use this as a voice to answer all beauty and hair-related questions. It’s a platform for you, as a member of our community, to reference at any time. We promise to provide as much information as we can with links to scientific research, references and any other digital sources that we think can be helpful. If we learn more on a topic, we’ll update a post and reshare it with you with our new findings. Please feel free to reach out to us and tell us what you want to learn about. I am so excited to start this conversation with you.

Looking forward.

Founder, OWA Haircare


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