Bringing clean beauty to the masses

After the success of the Aussie brand and its eventual sale, the Redmond family stepped away with more than just a financial win; they walked away with clarity. They had seen the inside of the category: the shortcuts, the inflated claims, the marketing gloss that often outpaced ingredient integrity. When they returned, it wasn’t to repeat what they had already built. It was to do it differently and do it better.

They re-entered the hair and beauty space with a singular intention: to create a clean, high-performance brand that didn’t live in a niche aisle or at a prestige price point. It had to be accessible. Democratized. Available to the everyday consumer who wanted safer, more thoughtful formulations without sacrificing results, or paying a luxury markup for peace of mind. To counter the ‘green washing’ culture, the team developed a clear communication architecture that clearly called out major claims that resonated with the ‘clean beauty’ consumer. By combining accessible pricing, uncompromising formulation standards, and a disciplined communication architecture, the family positioned the brand as an antidote to greenwashing, not louder, but clearer. Not trend-driven, but principle-driven. A clean beauty brand built for scale, without losing its integrity at scale.