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California, United States



Cruelty Free - No animals were tested in the making of these products


Vegan - No animal-derived ingredients in these products


Halal - These halal products are allowed under Islamic law

Georgiana Grudinschi has zero background or experience in the beauty industry. The inspiration for O’WOW came quite literally from a shiny hair addiction – we’ve all been there. Sitting in the salon chair she discovered that most of the salon Keratin treatments she was spending too much time and money on actually included a heavy amount of formaldehyde which has severe consequences on health – it’s a highly toxic systemic poison that is absorbed when inhaled (hence the stylist always wears a mask). So, Georgiana went on a mission to bring to market a safe, professional at-home version; the formulation includes 35 natural ingredients, including coconuts, cashew nuts, grapes, tamarinds and coffee beans. The rest of the formulation is a blend of gentle acids that open the hair strands and give the user a time window in which the hair strands can be shaped.

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Fast forward to O’WOW’s first month when Georgiana still a bootstrapped 1 woman show generated $500,000 in sales – pretty wow right?

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Lynette Gauntlett

I have naturally thick curly hair which is frizzy. I tend to alternate between blow drying and leaving hair to dry naturally. I bought this kit to smooth my hair rather than straighten it and it definitely works. The spray was easy to use and one bottle was enough. I had to straighten my hair on the first application but since that, I have left to dry naturally. My curls are more wavy now but they are smooth meaning I don't have to use so much product to combat the frizz and I always get perfect results when blow drying too. I would definitely purchase again.


Augustinus Bader -
‘The Cream’

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