Every so often something comes out that challenges everything, ahead of its time - it changes the status quo. We are a technology company that just happens to make the best shampoo on the planet. A boutique, next generation technology salon line - Ethica is comprised of a Shampoo, Conditioner and 2 optional leave in topicals. Multi benefit adaptive smart molecules customize their response to the individual user, providing complete hair and scalp health. Sound advanced? it is. Our products adapt to every hair type and for every category, a generational leap in concept to what you should expect from professional hair care. ETHICA - the healthiest hair possible - for EVERYONE.