Mane Matter is the house brand Alice Lorraine, but rebranded. Some formulas have been tweaked for performance ( based off your feedback, thank you!) . Some products were already in the works and we just needed time to get back in the lab to perfect. The ethos of Mane Matter is to bring products to the market that were missing from our shelves. Clean beauty is always a priority, equally as important to us is being transparent. To us clean beauty products are products that do not degrade the environment or ingredients that bioaccumulate in our bodies. All our ingredients are well below a 4 on ewg. Safety, performance, sustainability and as often as we can regenerative solutions. No one needs more polution, especially when it comes to haircare. All ingredients in our formulas are researched and thoughtfully chosen for performance, safety and experience. We hope Mane Matter marries science with what nature intended for our Manes.