Frequently Asked Questions


New Wash

How does New Wash work?

A proprietary blend of essential oils and naturally derived saturated cleansers does the work that detergents normally do, and gently emulsify impurities (rather than removing everything, including color and beneficial oils). Even the natural preservative system contributes to the cleansing process.

Why is conventional shampoo bad for hair?

All shampoos contain detergent. It doesn’t matter if they are sulphate-free, paraben-free, or what they cost; detergent damages hair by stripping it of natural oils, creating frizz, dryness, and depleting color. Hair is left perpetually thirsty and dependent on conditioners to soften it. Plus, the scalp constantly produces oils to compensate, and hair can quickly become greasy.

Sodium Lauryl Sulphate (SLS) is a synthetic detergent (cleaning agent) and surfactant (which often foams). It is used in car wash soap, engine degreasers and floor cleaners, and is found in a wide range of personal care products, including shampoo, because of its economical, highly effective cleansing and foaming (foaming does not improve the ability to clean, but is added for aesthetic reasons). Some companies have started to avoid using SLS. However, they have replaced it with ingredients that are considered “milder” and “gentler” than SLS, such as SLES (Sodium Lauryl Ether Sulfate) or Glucosides. Many brands boast that “naturally derived” surfactants are less harmful, but in actuality they still strip, dry and ravage hair.

Other names for SLS (that can be sneaked onto an ingredient list): Sodium Dodecyl Sulphate, Lauryl Sodium Sulphate, Sodium N-dodecyl Sulphate, Lauryl Sulphate Sodium Salt

Examples of Glucosides: Decyl Glucoside, Coco Glucoside, Lauryl Glucoside, Cetearyl Glucoside

How do I use New Wash?

  • Thoroughly wet hair in the shower.
  • Pump into palms, rub hands together and apply evenly through hair and scalp; it should feel well coated.
  • Amount varies with hair length and density: It’s important to use enough and impossible to use too much.
  • Make it an experience – massage it into the scalp and roots and let it sit for a bit.
  • Rinse really, really well in warm water, and forget about the conditioner.
  • Yes, it’s the truth – NO MORE CONDITIONER, EVER.

Why is conditioner unnecessary?

Think of conventional conditioners as fabric softeners; if you don’t cause the dryness and roughness in the first place you don’t need them! New Wash renders hair increasingly healthy, smooth, soft and vibrant – making conditioners and masques obsolete.

How often should I use New Wash?

Use it every time you wash your hair – once a week, every day or three times a day – it is impossible to overuse. You might find however, that you don’t need to cleanse as much as you used to because your scalp will stop over-producing oils caused by the prolonged use of detergents.

How long will it take to feel a difference using New Wash?

Some people feel a huge difference after the first use. Others with more damaged hair or a less healthy scalp (like most of us who have been subjected to shampoo our whole lives) will experience improvement over time, as when adjusting to a new skincare regimen or diet. Remember: Using shampoo will set you back to square one.

Will New Wash weigh down hair or build up?

No build-up whatsoever will occur with proper use of New Wash. This is very different from those cleansing conditioners containing silicone which does build up when applied to wet hair.

Does New Wash help preserve color?

Hairstory New Wash is the best cleanser for the color-treated – we call it the colorist’s soul mate. It is formulated to leave larger color molecules behind where they belong (even reds, the most prone to fading). And, you won’t suffer damage from detergents.

New Wash costs more than I usually spend. Is there a savings buying one product?

New Wash is a premium product formulated with the highest quality ingredients. However, it means you no longer need conditioner or masque, so it is actually very economical – one product versus three. You will save money, time, energy and water (shorter showers).

Is New Wash safe for children and during pregnancy?

Yes, all four products are safe for children (we use it on ours) as well as for pregnant women.  

Can I use New Wash on my body?

Yes! Wash with it, shave with it, and remove makeup with it. It cleanses skin without drying or stripping and leaves it soft and moisturized.

How does New Wash differ from Purely Perfect Cleansing Creme?

The intention of Cleansing Creme and New Wash is the same; the new way to wash hair. We updated the formula to make New Wash even better:

  • The new formula is easier to use – still rich and creamy, but much easier to distribute through hair.
  • We added more extracts: Lavender as an antiseptic, Nettle and Chamomile for shine, and Calendula to soothe the scalp and repair dry hair.
  • We upgraded the pump to work reliably and efficiently.
  • And of course, you still will NOT need a conditioner or masque!

I am really interested in trying your products, but I am committed to using cruelty free products. I read that your product is not tested on animals, which is great! Can you tell me if your ingredients are tested on animals by your suppliers? Or whether any third parties test products during production on your behalf?

Our manufacturer has told us that no ingredients used within the formulas are tested on animals.  As far as we know the suppliers they use are also cruelty free, and we have to take them at their word.

There are two ingredients in the New Wash formula that have palm-derived constituents. What is their origin?

Stearic acid is a natural product, derived from palm fruit grown in Southeast Asia. Behenyl TMS-PA is manufactured from raw material stocks of vegetable (coconut, palm, or rapeseed) origin.

I'm super sensitive to chemicals, and I was very happy to hear of these products, and excited to order and try them. However I was surprised to see that there is EDTA and HEDTA2 in the ingredients of New Wash and Hair Balm. Are you aware that these ingredients are listed as carcinogens? I'd like to try the products, but am worried about having a reaction to these things.

Both EDTA and Trisodium HEDTA (used in the formulas as chelating or bonding agents) are incidental ingredients in both Hair Balm and New Wash respectively, which means that they are in the formulas at a very, very low percentage (so low that we are not required list them, but we prefer to be transparent). Many statements about ingredients do not take the amount used into consideration and categorize the ingredient alone as harmful. We often reference the Cosmetic Ingredient Review Expert Panel on specific ingredients (an independent, nonprofit scientific body initiated by the Personal Care Products Council with the support of the Food and Drug Administration and the Consumer Federation of America to thoroughly review and assess the safety of ingredients used in cosmetics in the US). They state that both EDTA and HEDTA are not carcinogenic and are safe to use in cosmetic products.

I notice that your products are advertised for ALL hair types. I have protein sensitive hair, and it appears that your products all contain protein. Have people with protein sensitive hair had success long term with New Wash, or does it ultimately cause brittleness similar to other protein containing products?

We've never had any issues with sensitivities similar to yours and New Wash. Of course everyone is different and reacts differently to products. Protein sensitivities are often caused by excess build up, which can occur when using products with strictly conditioning properties and insufficient cleaning properties. New Wash is well-balanced cleansing plus conditioning system that doesn’t build up on the hair shaft.

How does New Wash compare to WEN products?

One of the most important differences between Hairstory and WEN is that New Wash doesn’t contain silicones. Essentially, we believe WEN’s problems really are rooted in the fact that if you apply silicone to your scalp and don’t use a detergent to remove it, it can build up and clog follicles to potentially disastrous results.  

The New Wash formula is quite different from WEN in other respects as well. We use essential oils and naturally derived saturated cleansers to do the cleaning, and that makes New Wash biodegradable. A possible analogy is to say that WEN is like American cheese (processed, oil-based and plasticized) and New Wash is like raw milk cheese. They’re similar in concept, but fundamentally different in nutritive value, and impact on well-being.

It’s safe to say that New Wash is one of a kind. WEN and co-washes are the closest to New Wash, but quite different for all of the reasons above.

Hair Balm

How do I use Hair Balm?

The formula is very concentrated. Start with a small amount and add more as you need. Work evenly into damp hair, comb into shape or finger-style. Let dry and add more to create more texture. On dry hair, work through evenly to create separation and control flyaways; great after a blow-dry.

Does Hair Balm contain nuts, soy, wheat or gluten?

Yes, Hair Balm contains hydrolyzed soy protein, hydrolyzed wheat protein and hydrolyzed wheat starch.

How do Hair Balm and Dressed Up differ?

Both are designed to style hair without sacrificing the amazing texture New Wash leaves you with. Hair Balm is great to calm thick, coarse hair and to define curls – brilliant for afro textures, people who don’t own a blow-dryer and who prefer styles that look as if they “just happened.” Dressed Up is designed for body and control when blow drying, and to be light enough for the finest hair.

Dressed Up

How do I use Dressed Up?

Work evenly into damp hair. Blow-dry section by section with a round brush for volume. Use a flat brush for sleekness. Dressed Up protects from heat damage when curling or ironing.

Does Dressed Up contain nuts, soy, wheat or gluten?

Yes, Dressed Up contains hydrolyzed soy protein.


How do I use Undressed?

It couldn’t be simpler. Spray on damp or dry hair. Start with an amount you’re comfortable with, and the more you spray (don’t be shy about layering) the more you’ll see the effect. Your hair will continue to feel soft while enjoying incredible texture.

Does Undressed contain nuts, soy, wheat or gluten?

Yes, Undressed contains hydrolyzed wheat protein and wheat starch.


Where are Hairstory products made?

Our products are made in the USA.

Is the Hairstory fragrance synthetic?

No. We created a natural fragrance made of essential and natural oils including Ylang Ylang #1, Clove Leaf, Rose, Guaiacum Wood, Pelargonium, Bois de Rose, and Balsam Peru.

Are Hairstory products organic?

We chose to formulate with the highest-grade (and expensive) ingredients available, and some are certified organic (as listed on product boxes). Formulating 100% organic products would have made the costs prohibitive; in addition, organic ingredients can vary in quality and availability and cause inconsistency in formulation and performance.

Are Hairstory products tested on animals?

No, we do not test on animals. We have tested our products extensively on our own heads, our friends, family, and models, and never on animals (although our chemist insists New Wash is perfectly suitable for pets).

Where do you ship?

We ship within the US and Canada.

When will you ship outside of North America?

We are currently working on making this possible. You can fill the form out below and we will inform you when our products are available in your country.

Name *


What happened to Purely Perfect products?

The simple answer is that Purely Perfect has now become Hairstory. With Purely Perfect Cleansing Creme, which launched in 2013, we knew we were onto something – those magazine headlines don't make themselves up. We had a product that people loved but we reached a point where we knew things weren't right: the packaging design didn’t reflect how revolutionary the product was; the pumps broke way too often; our usage instructions were misleading, and the name wasn't exactly memorable. So we changed.

Purely Perfect Cleansing Creme has now become New Wash, and it's the star of the Hairstory product line that includes Hair Balm (formerly Foundation Creme), Dressed Up (formerly Smooth Finish), and a new product called Undressed.

How does New Wash compare with the former Purely Perfect Cleansing Creme?

The intention of Cleansing Creme and New Wash is the same: to provide the new way to wash hair. We updated the formula to make New Wash even better:

  • New Wash is easier to use – still rich and creamy, but much easier to distribute through hair.
  • We added more beneficial extracts: Lavender as an antiseptic, Nettle and Chamomile for shine, and Calendula to soothe the scalp and repair dry hair.
  • We upgraded the pump to work reliably and efficiently.

And of course, you still won’t need a conditioner or masque!

How does Hair Balm compare with the former Purely Perfect Foundation Creme?

Hair Balm is an improved version Foundation Creme and with a slightly different viscosity that makes it easier to distribute through hair. We also added more beneficial extracts: Lavender as an antiseptic, Nettle and Chamomile for shine, and Calendula to aid the scalp and repair dry hair.

How does Dressed Up compare with the former Purely Perfect Smooth Finish?

Dressed Up is the key to a great blow dry, just as Smooth Finish was. We also added more beneficial extracts: Lavender to calm and soothe, Nettle and Chamomile for shine, and Calendula to aid the scalp and repair dry hair.