The vision behind Since.99 stems from my vivid memories as a child. As a child, my mom did my hair every week or bi-weekly. I would sit between her legs, having deep conversations that created a bonding moment for the both of us. I wanted to re-create that nostalgic feeling that I know many people and I are missing from the market. Since.99 will be so much more than a haircare brand. She will become a lifestyle brand that has the ultimate goal of filling your entire home with quality haircare products, homecare products and body care products. But for now, our Hydro-smooth haircare line is a step up from the average. You can finally embrace your wash day hero!!!