It started at a bathroom sink

Four months after our first baby, my wife was standing at the bathroom sink holding a handful of her own hair.

She wasn't upset about how it looked. She was frightened that something was wrong with her, and nobody had mentioned this was coming. Not in the antenatal classes, not in the discharge paperwork, not in any of the reading we'd done.

So we went looking for something to use. And everything we picked up fell into one of two piles. The first pile promised regrowth, thickness, reversal — things a bottle of anything cannot deliver. The second pile wouldn't tell us what was in it, or had ingredients she didn't want anywhere near her while she was feeding.

There wasn't a third pile. So we're making one.

Who does what

She's the co-founder and she's the reason this exists. The product decisions come from her — what a serum needs to feel like when you have four minutes in the shower and no free hands, why fragrance matters more than brands assume, what she actually wanted to read at 2am and couldn't find. She's not a public person and you won't see much of her here, and that's her call to make.

I run the operations. I'm an IT professional, not a chemist. What I brought was the ability to go and read the thing properly: the clinical literature, the Australian ingredient regulations, the AICIS inventory, the difference between a cosmetic claim and a therapeutic one. I do the sourcing, the compliance, this website, and the social accounts. If you've messaged us, you've been talking to me.

What we've decided about how we'll talk to you

We'll say when the evidence is thin. A lot of what circulates about postpartum hair is one small study, stretched. We'll tell you which study, how small, and what it actually measured.

We won't sell you fear. No before-and-afters, no "don't let this happen to you." Postpartum shedding resolves on its own for the overwhelming majority of women, and saying so is more useful than anything we could sell you.

We'll separate the education from the product. Our articles won't have a buy button on them. If we ever write something about shedding that ends in a checkout, we've lost the plot.

We'll name what's in it. Full INCI list, and the reasoning for the choices that matter.

Where we're up to

Formulation is in development. We're testing surfactant and humectant systems, pH, and a fragrance-free version alongside a lightly scented one. We're registered for what we need to be registered for in Australia, and we're having our claims reviewed before anything goes on a label.

We don't have a launch date we're willing to promise. When there's one, the waitlist hears first.

In the meantime we're publishing the hair guide — which we'd be writing whether or not we ever sold anything, because it's the thing we needed and couldn't find.