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Arove
Headquarters: Los Angeles, CA
E-commerce: arovebeauty.com
Social Media: Instagram / TikTok

What: A celebrity hairstylist-founded hair-care brand offering water-activated shampoo and conditioner, as well as a leave-in hair oil.

Price Range: $36-$39

Founders: Michael Dueñas and Straun Phillips

Origin Story: Michael Dueñas, a celebrity hairstylist with more than 25 years in the industry, wanted to create a line that was better for hair and the environment. He also wanted a brand that didn’t use silicone, didn’t compromise on hair care and that could travel anywhere.

Dueñas teamed up with Straun Phillips, a chemist with an organic chemistry background, to create “the world’s first encapsulated powdered shampoo and conditioner,” along with a hair oil that doubles as a leave-in conditioner. By eliminating water and excess bulk, Arove’s products are travel-friendly and less than half the size of traditional liquid hair-care bottles, yet deliver the same number of uses but with more powerful results.

Hero Products: Aerious Shampoo ($36), Aerious Conditioner ($36), Illuminous Ultra-Hydrating Hair Oil ($39)

PR Representation: Melody Joy PR

How to get in contact: hello@arovebeauty.com

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