Haircare gets personal. To quote Sable Yong in Die Hot with a Vengeance: Essays on Vanity who quoted a Fleabag monologue:
“Hair is everything. We wish it wasn’t, so we could actually think of something else occasionally, but it is. It’s the difference between a good and a bad day. We’re meant to think of it as a symbol of power, that it’s a symbol of fertility; some people are exploited for it, and it pays your f*cking bills.”
(Side note: check out Yong’s feature on Into the Gloss)
It’s true. Our hair holds so much for us (weight, memories, emotions, confidence, etc.), which is why there’s a certain level of intimacy that occurs between ourselves and the products we trust with it.
It’s always particularly scary to test out something new, even as editors at The Beauty Brief moonlighting as professional guinea pigs, but after getting to know the Vacaville founder Jennifer Peterson over the past year and personally trying out the products, we're converts.
“I’ve been in the beauty industry a long time and wanted to address the growing concern about the environmental impact of the products we put out on the market. But we need to be honest – no one will sacrifice great hair to be more sustainable, so performance was a priority,” Peterson says.
The founder shares that when she began her journey developing Vacaville, she set out to create something that was gender-neutral and eco-friendly – but that still prioritized delivering high luxe performance at an accessible price point.
“Vacaville’s brand values can be summed up in our motto: where great hair and sustainability happily coexist,” she says.
Retailing at $32.00 each for the shampoos and leave-in conditioner, Peterson describes the brand as offering “evolutionary haircare.” Vacaville’s water-activated powder shampoos come in (3) options: Unscented, Orange, and Peppermint, and have each been formulated with clinically-proven scalp care and hair growth benefits. When paired with the wildly effective leave-in conditioner and de-tangler, this combo is ideal for those who want a low maintenance, wash-and-go hair care routine.
Formula Facts:
Vegan
Paraben-free
Sulfate-free
Gluten-free
Cruelty-free
Made in the USA
These waterless shampoos come in an anhydrous powder format that lathers up into a super creamy texture when you add water into your hand while in the shower.
Peterson and I laughed about the common misconception that you sprinkle the powder onto your head instead of your hand first. Don’t think of the shampoos as a parmesan cheese vibe. You’re so much chicer than a plate of pasta, bestie.
The best comparison would be to using Dermalogica‘s legendary Daily Microfoliant Exfoliator. If you’re a texture wh*re like many of us at Beauty Brief HQ, we think you’ll thoroughly enjoy Vacaville’s too.
There’s also a “bang for your buck” factor when it comes to Vacaville.
“People are pleasantly surprised at how little powder it takes for a shampoo. Powder formulas are concentrated, so it does take a lot less. That’s part of what makes them so sustainable. One of our bottles equals four 8.5 oz liquid shampoos, and our bottles are small. My first bottle off the production line lasted over 4 months!” Peterson explains.
So where does the name “Vacaville” come from and what does a cow have to do with vegan hair care products?
According to the brand site:
“Vaca + Ville means "Cow Town" and is a nod to our founder’s hometown, Kansas City, Missouri.”
Prior to founding Vacaville, Peterson worked in several corporate beauty environments as a graphics and packaging exec including time spent at P&G and JAFRA Cosmetics.
In fact, a former colleague at P&G is exactly who Peterson went to when she decided to start her brand. With a top hair care chemist in tow, she knew she was ready to go.
While still at her full-time time role, she was researching different sustainability efforts in the beauty industry to put into a presentation. That’s when she came across the concept of powder-to-lather shampoo and was intrigued.
“After the meeting, I suggested we think about doing something like that, but was told, ‘Oh, we could never do that.’ I thought to myself, ‘Maybe we can’t, but I can.’ [Soon enough,] I jumped off the ‘what if?’ cliff and Vacaville became reality,” the founder says.
In 2024, it’s crucial to come to the table as a new brand with all the boxes checked, something Vacaville has done particularly well as its gone to market.
“I’m a packaging designer at my core, so diving into this part of band development was a dream. I had my sights set on using Oceanworks PCR plastic for the packaging material. Oceanworks is a company that collects ocean and ocean-bound plastic from around the globe and that plastic is recycled into new products like our bottles and caps,” Peterson explains.
Adding that “it was imperative that our caps be an easy one-finger open and close movement, so I invested in custom tooling to get the function and consumer experience I wanted. Not to sound like the Toothpaste Police, but it really is important to close our cap after dispensing the powder into the palm for a shampoo. The shampoo powder must stay fresh and moisture-free in the shower until time for the next shampoo.”
The founder describes this first year of her brand so far as being a whirlwind between launching her products, attending trade shows and events, putting out miscellaneous fires, and continuously maintaining discussions and networking with prospective retailers and salons.
“I’d like to end the year with POs for a second production run. Expanding our sales channels is a priority, so if you’re a retailer looking to expand your sustainable hair care offerings, reach out! If you’re a retailer and you get a message from me in your Inbox, please open it,” she shares.
We love a shameless self-promo moment. Get that bag, girl.
As far as advice to fellow and future entrepreneurs and beauty brand founders, Peterson has the following to say:
“Throw out the Imposter Syndrome. Be brave enough to walk through those open doors–they will be there. If the doors aren’t opening, keep trying, be creative, eventually you’ll find a way through the door–or find an entirely new door. There will always be setbacks, but that doesn’t mean it’s time to give up.”
We’re officially calling Vacaville one to watch in the hair care space.
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