HQ: Providence, RIFounder: Mitchelle AbunaSocial:InstagramCategory: Hair careE-comm:roohaircare.comPrice Range: $25Hero Products:Moisturizing Shampoo ($25), Hydrating Conditioner ($25)How to get in touch: [email protected] StoryRoo Haircare was born at the intersection of science and lived experience. After her big chop, founder Mitchelle Abuna spent years cycling through products that never quite delivered, especially when it came to ingredient transparency. As a public health scientist, she was used to understanding what she put in and on her body, but that clarity was missing in textured hair care.She created Roo to bridge that gap: a brand rooted in research, designed with intention and built to simplify the textured hair experience. Each product is formulated with natural, effective ingredients that hydrate and strengthen hair while minimizing unnecessary or potentially harmful additives.Roo takes a holistic approach to hair care, centering both scalp health and long-term hair strength, without overwhelming routines or excess products.
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