Fekkai

Hello Everist is a Canadian sustainable haircare brand founded in 2020 by Jessica Stevenson and Jayme Jenkins. Based in Toronto, the brand reimagines haircare with its innovative waterless concentrates, offering shampoos and conditioners in aluminum tubes that drastically reduce waste. Each formula is made with biodegradable, plant-based ingredients and free from parabens, sulfates, and synthetic fragrances. By removing water, Hello Everist minimizes carbon emissions and packaging waste while maintaining salon-quality performance. The brand is also vegan, cruelty-free, and climate-neutral certified. What makes Hello Everist distinctive is its forward-thinking approach to sustainability — merging convenience, effectiveness, and eco-conscious innovation. With its refill-friendly system and strong commitment to transparency, Hello Everist is redefining how people experience clean, low-impact haircare.

Crown Affair is a luxury haircare brand founded in 2019 by Dianna Cohen and based in New York. The brand focuses on slow beauty — encouraging intentional, mindful haircare routines inspired by self-care rituals. Its range includes shampoos, conditioners, hair oils, and signature combs and brushes designed with precision craftsmanship. Crown Affair products are clean, cruelty-free, and formulated with ingredients like tsubaki seed oil and meadowfoam oil to promote shine, softness, and scalp balance. The brand emphasizes simplicity and consistency rather than instant results, redefining modern hair wellness as a daily ritual. What makes Crown Affair unique is its minimalist philosophy — combining elegance, transparency, and thoughtful design. Within just a few years, it has built a loyal following and positioned itself as a leading brand in premium mindful haircare.

Alder New York is a Brooklyn-based personal-care brand founded by Nina Zilka and David Krause. The brand develops gender-inclusive, vegan skincare and haircare products rooted in clean, dermatologist-approved formulations. Its hair products combine plant extracts, adaptogens, and mild cleansers for balance and scalp health. Alder New York is committed to transparency, cruelty-free testing, and recyclable packaging. The design is minimalist and functional, reflecting modern urban aesthetics. What makes Alder New York distinctive is its inclusive, science-based simplicity, crafting high-quality care products that prioritize ethical production and everyday usability across all genders.