Willow Defebaugh

And I started using it.

And then he came back and he was like, your hair is transformed.

But it was when I got home and I started doing more research and I discovered the sustainable element of your work that was really... It just delighted me that... And so many people I know hear the same story from their hairstylist.

And it's so delightful for it to come first and be like, oh, this works so well.

And it's also...

I also just really wanted to underline the piece you were sharing about the science of it, because I think we're living in this world where being a consumer is so separated from the actual events and processes that lead to create success.

What we consume, you know, and so people are shopping in a store, they're looking at shampoo or a conditioner or something, and they're not thinking about the fact that science went into creating it.

And I'm curious, can you just share a little bit more about, you know, what the scientific process is?

It's like how you arrived at these...

I'm going to call them potions.

Let's get into the regenerative organic source.

Sure.

Because, you know, I think, again, as consumers and people hear like they hear organic, it gives us a good feeling, but we often don't understand what it actually means.

So can you share what that means?

And I think what's so cool about what you're sharing is that so many people don't associate their haircare routine with agriculture, but it's an inseparable part of it.

We talked about this word that I think everyone struggles with, which is sustainability.

You have a little bit more of a focus on being regenerative.

Can you talk about that shift and the difference between those two words in your eyes?

And this kind of brings me to your new tagline.

Would you like to share it?