Fun fact: VACA means cow in Spanish. VACA+VILLE = cowtown. Our founder, Jennifer is from Kansas City, affectionately known as the Cow Town, a holdover from the Old West. California is home these days, but she still likes to keep things simple and natural.

After 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. The priorities were 1) scalp health + hair growth 2) luxurious experience 3) clean ingredients 4) sustainable packaging.

“Let's be honest – no one will sacrifice great hair just to be more sustainable.”

Our promise is you don't have to sacrifice great hair in order to be eco-friendly. Our evolutionary formula will have you LOVING YOUR HAIR.

We’ve also addressed scalp care and hair growth concerns. Our powder-to-lather shampoo features botanical ingredients clinically proven to help prevent hair loss + stimulate regrowth.

Our formulas are vegan, gluten-free, cruelty-free, sulfate-free, paraben-free, safe for color treated hair, made in USA, and travel-friendly.

What is the clinical data for the scalp care + hair growth ingredients in our shampoo? A study was conducted on a group of 22 male volunteers with a mean age of 43 years and slight to moderate androgenetic alopecia for 8 months.

3 MONTHS
+21.3 Hair Density
+73.1 Hair Regrowth
-21.2 Hair Loss
6 MONTHS
+22.1 Hair Density
+85.7 Hair Regrowth
-30.9 Hair Loss
8 MONTHS
+24.9 Hair Density
+112.7 Hair Regrowth
-34.0 Hair Loss

Responses from the self-evaluation survey after the 8 month trial:
ANTI-HAIR LOSS EFFECT
100% hair loss stabilized
90% hair loss stopped
HAIR QUALITY
95% hair more resistant
90% hair denser
85% hair thicker
REGROWTH EFFECT
85% scalp more covered
80% small hair regrowth
OVERALL SATISFACTION
100% would continue to use

Did you know traditional shampoos are 70-80% water?

Powder to lather shampoos conserve water and so much more. They have a lower carbon footprint manufacturing process, concentrated, more stable formulas, use less packaging material, which means lower shipping costs and less fuel consumption, and they're TSA friendly.

ONE of our 1.76oz shampoos = FOUR 8.5oz bottles of liquid shampoos! Eco-friendly + wallet-friendly.

Powder to lather shampoos are easy to use, just follow these simple steps:

Our formulas are full of 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, but not in our products. The color you get in our products is simply them, in all their natural goodness. When we do add fragrance to our formulas, we use natural oils, and it serves a purpose in addition to aromatherapy.

Oceanworks is the world’s most robust Plastic Action Platform. They specialize in procuring hard to access ocean and at-risk plastic and are focused on reducing demand for new virgin plastic. Their vision is powered by an experienced global team–a group of fast paced innovators, trained engineers, and creative thinkers committed to accelerating the transition to a world without plastic pollution

We LOVE the way they think and we share the same vision when it comes to our packaging. Sustainability in the beauty industry is an on-going, ever changing arena. We are committed to embracing new technologies and materials to ensure our packaging is as eco-friendly as possible.

Our bottles are 100% HDPE PCR plastic and our caps are 70% HDPL plastic. To recycle, separate the bottle from the cap and toss the clean bottle into your recycling bin.