Is Hairstory's New Wash now vegan?

Yes — Hairstory launched a vegan New Wash formula in the US, with rollout to other markets as previous inventory runs through. The original New Wash formula contained a protein sourced from sheep's wool, which was sustainably sourced from a partner farm in New Zealand but was technically not vegan. After 10 years of testing and development, Hairstory replaced that ingredient with Baobab seed extract, making the formula fully vegan while maintaining — and in many ways exceeding — the performance of the original.

Why did it take Hairstory 10 years to make New Wash vegan?

Replacing a core functional ingredient like keratin — which strengthens hair strands, improves manageability, and fills in damage — is not a simple one-for-one swap. The formula had to be completely reworked at a chemical level to ensure the replacement ingredient delivered the same stability, safety, and performance as the original. Hairstory was unwilling to compromise on results, which meant testing and trialing multiple alternatives over many years before landing on Baobab seed extract as the solution.

What is Baobab seed extract and what does it do for hair?

Baobab seed extract is derived from the Baobab tree, native to Africa — a tree sometimes called 'The Tree of Life' because its fruit and bark have over 300 documented uses. In hair care, Baobab seed extract is rich in vitamins and amino acids. It is deeply nourishing, enhances shine and elasticity, and conditions and softens the hair. In Hairstory's New Wash, it functions as a vegan alternative to keratin — filling the same role of strengthening and conditioning the hair. In the Styling Gel, it provides the conditioning and moisture that allows the formula to deliver flexible hold without sacrificing softness.

Where does Hairstory source its Baobab seed extract?

Hairstory's Baobab seed extract comes from the Baobab tree in Africa. Hairstory maintains strict standards for how all ingredients are sourced, harvested, and used, working with development and lab partners who adhere to regulatory standards from the FDA, the EU, and regulatory bodies across Asia and Australia. The company also ensures its sourcing practices support sustainable harvesting so that natural ingredients remain available for future generations.

Which Hairstory products contain Baobab seed extract?

Baobab seed extract is a key ingredient in both Vegan New Wash and Hairstory's Styling Gel. In New Wash, it replaces the sheep's wool-derived keratin that was used in the original formula, providing protein-like conditioning and strengthening benefits. In the Styling Gel, Baobab seed extract is what allows the formula to balance flexible hold and definition with conditioning and moisture — delivering soft, touchable, pliable hair rather than stiff or crunchy results.

What makes Hairstory's Styling Gel different from other gels?

Hairstory's Styling Gel is formulated with Baobab seed extract, which gives it a balance that most gels don't offer: flexible hold and definition alongside deep conditioning and moisture. Rather than just controlling or setting the hair, the Styling Gel is designed to care for the hair at the same time — leaving it soft, touchable, and pliable rather than stiff or crunchy. This reflects Hairstory's broader philosophy that styling products should nurture the hair, not just manipulate it.

THE POWER OF BAOBAB: A BREAKTHROUGH IN VEGAN HAIRCARE

Name: The Power of Baobab: A Breakthrough in Vegan Haircare
Uploaded: 2025-12-17
Channel: Hairstory
Description: Hairstory's Director of Education Nicola Smith joins host Wes Sharpton at Hairstory Studio to explain the brand's move to a fully vegan New Wash formula — a goal a decade in the making. Nicola breaks down why the original formula contained a sheep's wool-derived keratin protein, why replacing it ...

Join us for an exclusive virtual session to discover the game-changing benefits of baobab protein, the hero ingredient in our vegan New Wash formula. After years of research and testing, we’ve finally found a powerhouse botanical that delivers everything you expect from New Wash without compromise.

Home / Virtual Events / The Power of Baobab: A Breakthrough in Vegan Haircare

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Hairstory's Director of Education Nicola Smith joins host Wes Sharpton at Hairstory Studio to explain the brand's move to a fully vegan New Wash formula — a goal a decade in the making. Nicola breaks down why the original formula contained a sheep's wool-derived keratin protein, why replacing it without compromising performance took 10 years of testing, and how Baobab seed extract — sourced from the Baobab tree in Africa — was ultimately chosen as the ingredient that matches and exceeds the results of the original formula. She also explains how Baobab's unique properties — vitamins, amino acids, shine-enhancing, and conditioning benefits — make it a natural fit for Hairstory's Styling Gel as well.

Frequently Asked Questions

Is Hairstory's New Wash now vegan?

Yes — Hairstory launched a vegan New Wash formula in the US, with rollout to other markets as previous inventory runs through. The original New Wash formula contained a protein sourced from sheep's wool, which was sustainably sourced from a partner farm in New Zealand but was technically not vegan. After 10 years of testing and development, Hairstory replaced that ingredient with Baobab seed extract, making the formula fully vegan while maintaining — and in many ways exceeding — the performance of the original.
Why did it take Hairstory 10 years to make New Wash vegan?

Replacing a core functional ingredient like keratin — which strengthens hair strands, improves manageability, and fills in damage — is not a simple one-for-one swap. The formula had to be completely reworked at a chemical level to ensure the replacement ingredient delivered the same stability, safety, and performance as the original. Hairstory was unwilling to compromise on results, which meant testing and trialing multiple alternatives over many years before landing on Baobab seed extract as the solution.
What is Baobab seed extract and what does it do for hair?

Baobab seed extract is derived from the Baobab tree, native to Africa — a tree sometimes called 'The Tree of Life' because its fruit and bark have over 300 documented uses. In hair care, Baobab seed extract is rich in vitamins and amino acids. It is deeply nourishing, enhances shine and elasticity, and conditions and softens the hair. In Hairstory's New Wash, it functions as a vegan alternative to keratin — filling the same role of strengthening and conditioning the hair. In the Styling Gel, it provides the conditioning and moisture that allows the formula to deliver flexible hold without sacrificing softness.
Where does Hairstory source its Baobab seed extract?

Hairstory's Baobab seed extract comes from the Baobab tree in Africa. Hairstory maintains strict standards for how all ingredients are sourced, harvested, and used, working with development and lab partners who adhere to regulatory standards from the FDA, the EU, and regulatory bodies across Asia and Australia. The company also ensures its sourcing practices support sustainable harvesting so that natural ingredients remain available for future generations.
Which Hairstory products contain Baobab seed extract?

Baobab seed extract is a key ingredient in both Vegan New Wash and Hairstory's Styling Gel. In New Wash, it replaces the sheep's wool-derived keratin that was used in the original formula, providing protein-like conditioning and strengthening benefits. In the Styling Gel, Baobab seed extract is what allows the formula to balance flexible hold and definition with conditioning and moisture — delivering soft, touchable, pliable hair rather than stiff or crunchy results.
What makes Hairstory's Styling Gel different from other gels?

Hairstory's Styling Gel is formulated with Baobab seed extract, which gives it a balance that most gels don't offer: flexible hold and definition alongside deep conditioning and moisture. Rather than just controlling or setting the hair, the Styling Gel is designed to care for the hair at the same time — leaving it soft, touchable, and pliable rather than stiff or crunchy. This reflects Hairstory's broader philosophy that styling products should nurture the hair, not just manipulate it.