Meet Gina.
You'll know her by the hair.
Gina believes
Hair is allowed to take up space.
A comeback doesn’t mean better behaved.
Women over 35 are not an afterthought.
Evidence-led haircare doesn’t have to lose its personality.
Being easy to manage is not always the goal.
The Gina of it all.
For years, I treated my curls like a problem. Preferably one solved at 230°C.
I straightened my curls for most of my life. Not occasionally. Religiously.
Then I stopped trying to make my hair behave like somebody else’s and started wearing it the way it grew. The curls came back. So did the frizz, the flattened mornings and the nightly negotiations.
I went looking for a wrap that protected my curls, stayed on all night and didn’t make me look like I had completely retired from being attractive after 8 p.m. I couldn’t find one, so I made it.
That was Melbourne, 2020. I thought I was starting an accessories brand.
Hair, as usual, had other plans.
The whole Gina situation.
One hair wrap became a whole thing.
We started with what happens to your hair while you sleep. Then we got involved in the rest of it: frizz, breakage, shedding, scalp health, styling, hormones. All of it.
The way we make products isn’t ancient or modern. It’s both. I grew up with hair oiling, Ayurvedic ingredients and rituals I wish were more mainstream. But we’re just as interested in the latest biotech, peptides and cosmetic science.
Life isn’t either/or. You can have matcha in the morning and a shot of tequila when the day starts asking too much.
So that’s the whole Gina situation: the rituals we’ve known for generations, the science we have now, and no reason to choose between them.
