By Margaret Rhodes — Wired
“I honestly think in five years people are going to go, ‘Oh God, remember when we used to wash our hair with shampoo?’” says Michael Gordon. That’s a striking statement, given Gordon’s own history: He created the famed haircare company Bumble and Bumble in 1977, the spin off product line in 1992, and then in 2006 sold his stake to Estée Lauder. But he isn’t advocating for unwashed hair. He’s explaining Purely Perfect, his new product line that defies just about every expectation most consumers have when it comes to personal hygiene.
The marquee product is a hair cleanser that has no detergents and doesn’t create a foam. Specifically, it’s free of sodium laureth sulfate, a chemical ingredient used in virtually all shampoos because it kills oils and leaves users with a squeaky-clean scalp. Problem is, that also dries out skin and hair follicles—a problem that most people treat by buying, without batting an eye, additional products like conditioners and hair masks. Instead, the Purely Perfect cleansing creme has aloe vera, rose flower oil, evening primrose oil, and peppermint oil. Using it feels nothing like shampoo: Massage the balm into your scalp, through your strands, and rinse it out. That’s it. No lathering, no rinsing, no repeating. And no Bumble and Bumble.