About

NOW WHAT?
NOW WHAT?

The NOW way is the best way. We have found the next before-the wave active ingredients and packed our products full of them. So, there’s no need to wait for the big brands to catch up, try them out NOW. 

SQUALANE for powerfully soft skin

AMARANTH seed-powered for deep hydration

CANOLA SEED for Silicone-free shiny hair

NOW WHEN?

We make what’s next, NOW.

It’s not about time travel, it’s about trending the future.Finding the best before-the-wave actives and formulating them into fabulous products you can’t put down.

NOW WHO?

We are a group of USA based scientists, chemists, and estheticians who have spent the last 3 decades creating incredible products for major brands. It’s our nature to be precise.

So we combine our active ingredients with paraben free, sulfate free, gluten free and cruelty free oils, extracts and preservatives for maximum absorption and protection.

NOW WHY?

We are here for those in the know; the ingredient hunters, the self-care captains.

We are the researcher’s result.

We are the beauty addict’s smartest alternative.

We are the brand for those who put honest, natural ingredients above big brand bull.