After 12 years of requests, speculation, and an entire novel that may or may not have foreshadowed it, Go-To is finally doing haircare.
We are aware that this is already a highly-serviced category. No one is walking around screaming that they can’t find a hair mask. But as with everything we make, we felt we had something different and uniquely Go-To to add. Something that added genuine benefit, not just more noise. Also, we weren't interested in making haircare just for the sake of it. Everything we put to market has to be supremely useful, easy and enjoyable to use, and give real results. More than anything, we want a place in your routine that's earned.
Here’s where the hubris comes in. After 14 years of formulating products, we’ve come to know a thing or two. And the scalp is skin, after all. So, we thought why not bring our skincare approach to hair: clinically-backed actives, multi-tasking formulations, and genuine results that look good, yes, but also support hair health from root to tip.
After several years of planning, research, and tinkering by our in-house lab, the result is haircare made with a skincare lens. Clinically tested, hardworking, beautiful to use, and created with special attention to afterfeel. No one deserves three days of lank hair simply ‘cos they dared to use a hair mask.
Meet the trio:
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Rapid Scalp Exfoliant: A chemical exfoliant for flaky, itchy scalps. This weekly treatment delivers a balanced, clarified, more cooperative scalp, and more time between washes. With AHAs and BHAs for a thorough reset, this pre-wash step regulates oil production while hydrating plant extracts and antioxidants soothe and refresh the scalp.
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Hair Hero: Lightweight but hardworking, Hair Hero works as both a treatment and styling oil for shinier, softer, and stronger hair. Taking cues from its big sister Face Hero, Hair Hero features buriti to help nourish and soften—while algae oil tames frizz and treats (and protects against) split ends, heat damage, and humidity. Also: perfect for your slick back.
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Very Luxe Hair Mask: An at-home hair treatment to rival the luxe of the salon. Featuring a results-driven formula of peptides, humectants, rich butters, and nourishing oils, Very Luxe Hair Mask deeply replenishes dry, damaged, or overstyled/overworked hair to bring back bounce, shine, and moisture.
Good to know: each Go-To Hair formula has been clinically proven* to fight colour fade, to keep your hair fresher for longer. We know how much time and money it takes getting your hair looking exactly the way you want it. Let’s keep it that way for as long as possible.
*Based on multiple ex vivo studies of 10 hair tresses.
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