a confession from Reneé Potgieter
WTF
happened
to my hair?
The honest version
Becoming chemically conscious has been a bit like going through a bad break-up with that boyfriend you know is no good for you. First, you get all that bad stuff out of your system. Then the real work starts — remembering how to love and honour oneself.
— from WTF Happened To My Hair
What we believe
I - Your hair is not broken.
Your hair is not broken. The industry’s relationship with honesty is. We’ve been sold the idea that strong chemicals are necessary. That damage is just the price of colour. That if your hair is suffering, you must be doing something wrong. You’re not doing anything wrong. The formula is wrong.
II - Chemistry can be kinder.
Ammonia doesn’t have to be the price of colour. Chemistry can be kinder. YOUR HAIR uses an ammonia-free gel formula. It deposits colour without forcing open the hair shaft with harsh alkaline chemicals. Gentler process. Healthier hair over time.
III - You deserve to know what's in it.
You deserve to understand exactly what you’re putting on your scalp — and why. Every YOUR HAIR product comes with full ingredient transparency. No hiding behind “fragrance.” No vague “conditioning complex.” Just honest chemistry, explained.
IV - Change is rarely comfortable. Do it anyway.
Transition isn’t always sunshine and roses. Change is rarely comfortable. Your hair may go through an adjustment period. Your scalp may behave differently for a while. This is normal. This is the detox working. Stay with it.
V - Conscious chemistry. Radical honesty.
Conscious chemistry. Radical honesty. That’s the only formula we work with. No greenwashing. No overclaiming. No miracle results. Just better ingredients, better information, and the respect you deserve.
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YOUR HAIR COLOUR launches May 2026. Ammonia-free gel colour, built for people who ask questions. Enter your email — no noise, no fluff.
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