Founder of new-to-market chemical-free brand, O&M, wants people to treat their scalp like their face.
The founder of Australian haircare and styling label Original & Mineral (O&M), Ms Jose Bryce Smith, wants people to rethink their haircare routine.
Treat your hair and scalp like the skin on your face, she says.
"There are three steps. First, remove the pollution and product build-up with a detoxifying shampoo like how you would use a make-up cleanser.
"Then use a shampoo and conditioner for your hair type," says the 39-year-old who was born in Britain and is based in Sydney.
The mother-of-two was in town last month to launch the brand in retail stores here for the first time.
O&M will debut in Sephora stores from March 19. Previously, a limited range of the products was available at a handful of salons such as Passion Hair Salon and Focus Hairdressing.
The unconventional look at haircare-as-skincare approach is an extension of the brand's alternative ethos.
Launched a decade ago, O&M is known for its products that are formulated without the harsh chemicals common in hair-care and hairstyling products, such as ammonia, sulfates and parabens.
A favourite of beauty insiders, the formulas are also scented with essential oils and made with ingredients derived from native Australian plants, such as the lilly pilly tree, quandong shrub, Tasmanian kelp, banksia flower and kakadu plum.
"I wanted to create a line that would bridge the gap between natural products and luxury products, and that do not look like they belong in a pharmacy," says the entrepreneur who wears her platinum-blonde hair fashioned to look like a wig.
The line includes the Atonic Thickening Spritz ($38) that promises to add bounce and volume to the hair without a sticky after-feel, which uses wheat proteins and lilly pilly.
It also moisturises and strengthens hair with aloe vera, evening primrose oil, green tea and olive leaf extract.
The Original Detox Shampoo ($45) and Conditioner ($46) are meant to be used once a week to reboot the hair texture by getting rid of product build-up, or chlorine after a swim in the pool.
They contain Australian river mint, peppermint oil, sweet almond oil, cucumber extract and macadamia seed oil; as well as cocamidopropyl betaine, a natural foaming agent derived from coconut that will not strip hair of natural oils.