A new product from New York’s Hairstory helps consumers cut back on shampoo use.

As more consumers reject conventional shampoos, Hairstory, a creative, editorial and e-commerce platform, has launched New Wash, a serum made up of essential oils and natural fatty cleansers.

Conventional shampoo is typically a gel made up of detergent and water designed to remove dirt and oils. Unfortunately, detergent not only removes dirt, but also strips off the natural oils that keep hair moisturized and healthy.

Gina and Roxie on set with Producer Cat Meyer, January 2015. Image courtesy of Hairstory

The hair artists behind New Wash are pitching it as a whole new kind of cleaning product, free of detergents and their damaging effects, and suitable for all customers. “Detergent is why you think you need conditioner; detergent is why you think you need a masque,” says a Hairstory release. “New Wash is the new way to wash your hair, and it works on every single hair type. EVERY type.”

New Wash follows the 2013 launch of Purely Perfect Cleansing Cream, a thicker product that Hairstory founder Michael Gordon describes as a “beta test” for New Wash.

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New Wash is one of many new products coming out of the current natural renaissance in the beauty sector, which the Innovation Group explores in detail in our New Natural trend report. Consumer attitudes are shifting in favor of natural remedies over conventional products, which are increasingly viewed as suspect and potentially toxic. Brands are now following suit by releasing “natural” products.

According to data for the report collected by SONAR™, among people who have recently changed their shampoo use, 38% are using less shampoo, compared to only 20% who are using more. Additionally, 18% of consumers changing their shampoo habits have already switched to a detergent-free product like New Wash.

For more on why consumers want brands to help them cut back on conventional consumption, see our New Natural report, with a special section focusing on the beauty sector.