HQ: Los Angeles, CA
Founders: Tina Mui and Jade Wong
Social:Instagram
Category: Hair Care
E-comm:awarehair.com
Price Range: $55-60
Hero Product:9·1 Professional Scalp Care Shampoo ($55)
Stockists:C.O. Bigelow, The Maya Salon
PR Representation: Jennifer McNicholl Consulting Inc.
How to get in touch:Contact form
Origin Story
Aware Hair was born from a deeply personal need: to bridge the gap between scalp health and salon-quality hair care. Founded by Tina Mui, a master stylist and trichologist of 40+ years, and her daughter Jade Wong, the brand is rooted in both professional expertise and lived experience. Mui began rethinking traditional salon formulas after losing two close colleagues to cancers linked to prolonged chemical exposure, prompting a shift toward safer, more intentional formulations. At the same time, Wong was navigating her own scalp challenges, including hair shedding and psoriasis — quickly discovering that most products forced a compromise between scalp care and salon-grade formulas.
Together, they set out to transform Mui's decades of hands-on knowledge into a modern, simplified ritual — one that supports long-term scalp health without compromising salon-quality results.
Launched in August 2025, Aware introduces a "professional-grade," " scalp-first hair-care line designed to function at the microbiological level. Each formula is crafted in small batches, combining high-purity natural and organic antioxidants with clinically proven bioactives to help reset the scalp barrier, balance the microbiome and defend against environmental stressors.
Rooted in both care and clinical intention, Aware reflects Mui's guiding philosophy: "It's the standard only a mother would insist on — and a ritual you can truly trust."
* This article was originally published here