our story
Fun fact: VACA means cow in Spanish. VACA+VILLE = Cowtown.
Our founder, Jennifer Peterson, is from Kansas City – affectionately known as the Cowtown, a nod to its Old West roots. California is home these days, but she still likes to keep things simple and natural.
After more than 20 years in the beauty industry, Jennifer was inspired to create a premium, eco-friendly shampoo to address her own hair loss and that of others. She reached out to a former colleague, renowned haircare formulator Mehrdad Jahed, with 4 simple priorities:
1. Scalp health + hair growth
2. Powder to lather formula
3. Simple but luxurious experience
4. Clean ingredients
She was also determined to have more eco-conscious packaging, “Because let’s be honest, no one wants to sacrifice great hair just to be more sustainable.”
We have more formulas in the works, but for now, enjoy our powder-to-lather shampoos and our Leave-In Conditioner + Detangler, available here and on Amazon.
scalp care+ hair growth
Our promise: you don’t have to sacrifice great hair to be eco-friendly.
Our clean, powder-to-lather shampoos are powered by botanical ingredients that are clinically tested to help prevent hair loss, support scalp vitality, and promote visible hair growth – so you can love your hair and your routine.
Every formula is vegan, gluten-free, cruelty-free, sulfate-free, paraben-free, color-safe, made in the USA, and travel-friendly.
clinical trial details
The active ingredients in our scalp care + hair growth shampoos were tested in an independent clinical study on 22 male volunteers (average age 43) with slight to moderate androgenetic alopecia over an 8-month period.
RESULTS
After 3 Months
+21.3% hair density
+73.1% hair regrowth
−21.2% hair loss
After 6 Months
+22.1% hair density
+85.7% hair regrowth
−30.9% hair loss
After 8 Months
+24.9% hair density
+112.7% hair regrowth
−34.0% hair loss
Responses from Self-Evaluation Survey (After 8-Month Trial)
Anti-Hair Loss Effect
100% reported hair loss stabilized
90% reported hair loss stopped
Hair Quality
95% said hair felt more resistant
90% said hair appeared denser
85% said hair felt thicker
Regrowth Effect
85% reported better scalp coverage
80% noticed new small hair growth
Overall Satisfaction
100% would continue use
powder to lather shampoo
Did you know traditional shampoos are up to 80% water?
Our powder-to-lather shampoos conserve water – and so much more. With a lower carbon footprint, concentrated formulas, and minimal packaging, they help reduce shipping weight, fuel use, and environmental impact. Plus, they’re TSA-friendly and perfect for travel.
ONE of our 1.76 oz shampoos equals up to FOUR 8.5 oz bottles of traditional liquid shampoo, making them friendly for the environment and your wallet.
How to Use
- Start with wet hair.
- Pour small amount of shampoo powder into wet hands.
- Add a small amount of water and rub hands together to activate a creamy lather.
- Massage into wet hair and scalp and leave on for 3-5 minutes.
- Rinse thoroughly and follow with our Leave-In Conditioner + Detangler for best results.
- Love your hair.
step 1
drench hair
step 2
sprinkle powder into wet palm
step 3
rub palms together to activate lather
step 4
apply lather to scalp and wash hair
step 5
rinse well
step 6
love your hair
made with good things
Our cruelty-free formulas are full of the good stuff and none of the bad. They’re vegan, paraben-free, sulfate-free, gluten-free, and safe for color-treated hair.
We love color, just not in our products. The hues you see come naturally from the ingredients themselves, pure and simple.
When we add fragrance, it’s with natural oils that serve a purpose beyond scent, offering both functional and aromatherapy benefits.
oceanworks pcr plastic
Oceanworks is the world’s most robust plastic action platform. They specialize in sourcing hard-to-access ocean and at-risk plastic, reducing the demand for new virgin materials. Their vision is powered by an experienced global team of innovators, engineers, and creative thinkers committed to accelerating the transition to a world without plastic pollution.
We love the way they think and share their vision for sustainable progress in plastic packaging. Sustainability in the beauty industry is an ongoing, ever-evolving pursuit, and we’re committed to embracing new technologies and materials to ensure our packaging remains as eco-friendly as possible.
Our bottles are made from 100% HDPE PCR plastic, and our caps are 70% HDPE plastic. To recycle, simply separate the cap from the bottle, rinse or clean both, and place the bottle in your recycling bin.
