The California Naturals

Fekkai is a luxury haircare brand founded by celebrity stylist Frédéric Fekkai. Based in New York, the brand originally began as a salon line and evolved into a leader in clean, professional-grade haircare. Its collections target volume, shine, and color protection using naturally derived ingredients and sustainable packaging. Fekkai’s products are vegan, cruelty-free, and formulated without sulfates, silicones, or parabens. The brand’s commitment to clean innovation and environmental responsibility includes recycled bottles and carbon-neutral production. With its salon heritage and modern formulations, Fekkai continues to set standards for conscious luxury, blending French expertise with eco-driven American innovation.

XMONDO Hair is a New York-based brand founded in 2019 by hairstylist and digital creator Brad Mondo. Built on a fusion of professional expertise and social media authenticity, XMONDO offers a range of shampoos, conditioners, color treatments, and styling products that emphasize performance and creativity. The brand focuses on self-expression through vibrant colors and salon-grade results, using clean, vegan, and cruelty-free formulations. XMONDO quickly gained popularity for its viral color lines and straightforward, educational content that helps users achieve professional results at home. What makes XMONDO Hair stand out is its combination of salon science and influencer transparency — making high-performance haircare approachable and engaging for a global audience. By turning education and entertainment into empowerment, Brad Mondo’s brand has redefined how people connect with professional haircare.

Pattern Beauty is a U.S.-based haircare brand founded by actress and entrepreneur Tracee Ellis Ross. Created to celebrate and support curly, coily, and tight-textured hair, the brand was launched with a mission to provide products that truly meet the needs of the textured hair community. Pattern Beauty offers a wide range of shampoos, conditioners, leave-ins, and styling products designed to hydrate, define, and nourish curls without harsh ingredients. Each formula is made with high-quality, moisture-rich ingredients like jojoba oil, aloe vera, and shea butter. The brand also focuses on inclusivity and self-acceptance, encouraging people to embrace their natural hair with pride. What makes Pattern Beauty unique is its combination of expert formulation, cultural authenticity, and strong community representation. Through its thoughtful approach to design and messaging, Pattern Beauty has become a leading voice in redefining beauty standards for textured hair worldwide.