There’s no easier way to identify a gap in the market than through personal need. That’s exactly how it began for Jose Bryce Smith and her husband Alan over a decade ago. While working as a hairdresser in London, Alan developed severe contact dermatitis that meant he couldn’t use ammonia based hair colour. After he began to work with ammonia-free permanent colour formulas, the duo decided to stick with this low-chemical approach and run with it all the way to Australia.
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