Before clean hair care became a buzzword, Advanced Goodness Hair was one step ahead of the curve in including natural, unprocessed ingredients in its products.
The vegan and cruelty-free Canadian company is regarded as one of the pioneering hair care brands that developed formulas free from drying sulfates, parabens, and other damaging ingredients. Since its inception 35 years ago, AG Care has established a legacy of providing consumers with healthy hair products. AG Care transforms hair health for all textures with plant-based ingredients such as organic apple cider vinegar, argan oil, almonds, olive leaves, and more.
Yet, their commitment to healthy care practices doesn’t stop there. Sustainability is at the brand’s core. AG Care develops its packaging with recycled materials. In 2023, the company introduced its first-ever refill pouch to celebrate the 20th anniversary of the best-selling curl cream RE: COIL Curl Activator. The vision to revolutionize their long-term packaging is reflected in their shampoos and conditioners being offered in 1-liter-sized pouches for customers to refill their product containers. Their collection includes an array of shampoos, conditioners, masks, serums, and other products, starting at $28.00.
NaturallyCurly spoke with AG Care’s Chief Revenue Officer Karla Cheon about the brand’s legacy, commitment to protecting the environment, and future innovations in the ever-evolving hair care industry.
Late last year, you all unveiled your first styler refill pouch, RE:COIL Curl Activator. What factors led to you all deciding to develop that type of environment friendly packaging?
We have had recyclable packaging for years. It was our people who said we could do better than just recyclable…Our director of sourcing and sustainability would say these [products] are only recyclable if you have the facilities around. People put things in their blue bins that are not getting recycled and going to landfills.
Recyclables are just the baseline and are not enough. When we underwent a full brand renewal two years ago, that’s where we overhauled all of our formulas. We got a new look and took the opportunity to evolve our packaging. Recyclables were forward in the early 90s, but we stayed still. So, we decided to make not a little leap but a big leap.
Why do you think your best-selling curl cream has been a fan favorite?
There’s a rice curl complex in it that is rice protein based. That was a bit more of a standout at its time because it was based on the rice amino acid being great for curls. That’s what it came from and largely what drove it. It doesn’t just hold your curl, but it activates it.
What other key hair products would you say are honorable mentions that consumers can’t get enough of?
The Apple Cider Vinegar Shampoo can clarify without stripping, and it’s made from plant-based essentials. People love that one because it can be refilled, and you get a better value. The RE: Coil Curl Activator, Fast Food Leave-On Conditioner, and the Boost Apple Cider Vinegar Silicone-Free Conditioner for sure, which we hear people using once in a while as a co-wash.
Why has it been important for AG Care to remain at a fair price point for consumers?
While we’re a relatively small brand, we have a small but loyal clientele that have purchased us over the years. We didn’t want to abandon them…Profitability and just money are not the end all be all. We could do price increases. We have done them when they’ve made sense and been necessary. But we don’t want to make ourselves inaccessible to those who supported us and new people coming in. We need to be profitable, but within reason.
How does AG Care continue to push itself to remain innovative in an ever-evolving industry?
We do a ton of research. We are always looking at ingredient and packaging trends, what’s selling in the market, and what people want…We look from all different angles so that when we innovate, we try to make sure that we’re well-informed before moving forward.
What can we look forward to from AG Care in the future?
We’re working on bringing body care back. We will return with hand soaps and lotions because that’s what people already loved and knew. They’ve been reformulated and simplified. Then, we would like to get head-to-toe with shower care.
Have you checked out AG Care’s products? Let us know in the comments.