After my big chop, I spent years switching between haircare brands, never finding the ingredient transparency I was looking for. As a public health scientist and consumer, I created ROO to bridge that gap
— a brand rooted in research, designed with intention, and made to simplify textured-hair care. ROO takes a holistic approach to textured haircare, using natural and effective ingredients that nourish, hydrate, and strengthen textured hair while minimizing potential harm to your health.

ROO is more than clean, it’s clear. Because healthy hair shouldn’t require a complicated routine. When I say ROO is for YOU, I mean it. My hope is that our products become a trusted staple in your routine, helping your hair flourish and thrive.

— Mitchelle, Founder