CRIA'sConnection to Amazon Rainforests 

CRIA is powered by only 4 organic ingredients, of which Jaborandi Herb is indigenous to the Amazon Rainforests in Brazil. Our brand name not only pays homage to this incredible natural herb that rejuvenates hair follicles, but also to this “biome” that is home to 60% of Earth’s biodiversity.

FindingThe CRIA Formula

I'm an anthropologist by training. And about 5 years ago, I was doing a diary project, where I was looking at men’s diaries, specifically my father’s, to better understand how men construct their public selves through a private document. In a diary from 2005, I chanced upon an odd jumble of numbers, scribbled diagonally across the top of a page. It made no sense to me, so I asked my mother about it. And she immediately exclaimed, “There it is!” Sure enough, it turned out to be the formula for what is now CRIA!

Science-Backed LegacyMeaningful Minimalism for Maximum Life-Affirming Affects

CRIA is how I honor my parents, their passion and commitment to meaningful minimalism. They committed to mindfully crafting a hair care formula, based on the sciences of ethnobotany, homeopathy, and natural product chemistry, that empowers the body with every use, every time. At CRIA, we believe, great hair begins with self-care.

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