Hairstory

Hairstory wants to fundamentally change the way people wash their hair, starting with a more natural ingredient list. The startup formulated a new shampoo free of any detergents, also known as surfactants, called New Wash. Cofounders Eli Halliwell and Mauricio Bellora hold that such chemicals strip hair and scalp of natural oils, and potentially cause skin irritations and trigger allergies. Shampoo detergents also pollute wastewater and harm the environment after they flow down the drain.

The company relies on an e-commerce business model that enables hair-care professionals to earn commission on sales to clients through the Hairstory website. It now boasts a network of 1,000 active salons and hairdressers.