Function of Beauty

Nuele Hair is a U.S.-based clean haircare brand founded in 2020 by Anne Cheatham and Dr. Christine Martey-Ochola. The company’s mission is to simplify hair routines with multi-use, plant-powered formulations that nourish hair without synthetic additives. Its hero product, the Nuele Hair Serum, combines ingredients like jojoba, argan, and rosemary oils to protect, strengthen, and add shine while minimizing frizz. The brand focuses on ethical from women-led cooperatives in Ghana, Kenya, and Morocco, ensuring fair-trade and sustainable impact. All products are vegan, cruelty-free, and free from silicones and parabens. What makes Nuele unique is its balance of simplicity, performance, and purpose — combining science with ethical beauty. Through its global supply partnerships and minimalist formulas, Nuele Hair has positioned itself as a modern, conscious brand redefining luxury in clean haircare.

EcoRoots, founded in 2018 by Alin Turcea and Antonia Pitica, is a U.S.-based sustainable personal-care brand promoting plastic-free living. Its solid shampoo and conditioner bars, made with organic oils, cocoa butter, and plant-based surfactants, offer salon-quality performance without plastic packaging. All products are vegan, cruelty-free, and palm-oil-free. EcoRoots ships in compostable materials and offsets carbon emissions with every order. The brand’s mission is to make beauty affordable and accessible. What makes EcoRoots distinctive is its commitment to minimalism and eco-responsibility, proving that sustainability and performance can coexist through simple, effective, and environmentally conscious formulations.

Hairstory is a New York–based haircare brand founded by Michael Gordon, the creator of Bumble and bumble. Built around the idea of simplifying haircare, the brand’s flagship product, New Wash, replaces traditional shampoo and conditioner with a detergent-free cleansing cream that cleans hair without stripping natural oils. Hairstory’s formulas are made with biodegradable, plant-based ingredients and packaged in refillable pouches to reduce waste. The brand advocates for scalp health and minimalism — encouraging users to wash less and style more naturally. All products are cruelty-free and free from sulfates, parabens, and silicones. What makes Hairstory distinctive is its wash revolution, redefining how people clean and care for their hair while promoting sustainability and healthy scalp balance.