It takes courage to start something new. We're more than just private label and we're in this together. We welcome entrepreneurs to join forces with us and unleash their brand's superpowers. We created Genesis to help transform salons into strong unique brands. We’re creating relationships with salons across the country based on our values of individuality, entrepreneurship, and collaboration. For years, big name products were used in order to brand salons—but today’s opportunity is for salons to be the brand. Our vision is that one day when you’re asked which hair care brand you admire most you’ll say, “My brand!”