OUR MISSION

A new way to care for your hair

the good stuff is founded on the belief that there’s a better way to care for your hair, one that also respects the planet.

Did you know 95% of your conditioner ends up down the drain? We figured you wouldn’t wash off your moisturizer, so why rinse off your conditioner? Inspired by our skincare regime, we’ve created a new way to care for your hair - one that’s cleverly tailored to your hair type, with ingredients that are just too good to rinse off!

It’s important to us that our products work hard for your hair and for the environment. Our leave-in formulas save time and precious water and by cutting consumption and waste (our bottles are 100% recycled & recyclable), we’re doing our bit for a happier, healthier planet.

OUR PHILOSOPHY

Good for you & the planet

Full of goodness

We only add stuff that has a clear role to create a product your hair loves. Packed full of highly-potent, active ingredients with no parabens or dyes.

Custom-fit care

Find your perfect match: from rich creams to light foams, each formula is tailored to give your hair exactly what it needs.

Every drop counts

No rinse means no waste! The good stuff keeps working in your locks all day, plus it saves time and water.

Good for the planet

Our bottles are 100% recycled & recyclable and we’re proud to be certified vegan by Vegan Action.

THE STATS

Good stuff to know

99 seconds saved on average every time you shower, when you switch to a no-rinse conditioner.

120 gallons of water could be saved with every bottle of no-rinse conditioner. That’s the equivalent of 1 person’s drinking water for 7 months!

4 billion gallons of water could be saved if every woman in California switched to a no-rinse conditioner for 1 year. That’s enough to fill 6800 Olympic swimming pools!

OUR TEAM

Living the good life

Jopa

Marketing

With the good stuff we’re bringing a new way to condition your hair, with products too good to rinse off. Excited for you to try and bare your hair with the good stuff!
Kat

Marketing

Creating the good stuff gave us the chance to challenge industry norms. We set out to create a purposeful range, that gives you beautiful hair AND reduces waste of precious product & water!
Mairi

Research & Development

I’ve loved crafting the magic behind our no-rinse formulas, making sure they work hard for your hair while doing a little good for the planet.
Vio

Marketing

With the good stuff we’re trying to make hair care better for you and the planet as well: No-rinse means our products work in your hair all day while you save time and water!
Laura

Supply Chain

the good stuff is bringing true innovation to the world of hair. Leaving the goodness in your hair makes so much sense!
Sam

Graphic Design

Creating packaging that motivates conscious consumption was at the heart of our design intent, while still creating a simple and elegant look & feel.
Laura

Marketing

the good stuff has completely upped my hair game. From the sleek packaging to all the goodness inside, I’m extremely proud of the brand and amazing team behind it!