At Beauty Inc's 2021 Beauty CEO Summit, Van Ness spoke about conceptualizing a brand with purpose at the fore.
“I had the pleasure to start working with Biossance two years ago, and prior to that, I could see that squalane didn’t come to play,” Van Ness said. “All of our products have hemisqualane, and it’s sort of the Beyoncé of ingredients. It makes other people in the group bring out their best and natural qualities.”
Creating universally beneficial and “clean” products was Van Ness’ top priority when he set out to create his range. More broadly, though, his mission is to eliminate societal expectations on how one should handle their hair. “There’s such a specific identification of what’s worth celebrating in the beauty industry, and I want to start to teach people that you are enough, that you already were enough,” he continued.
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