Working with the finest organic ingredients, John Masters establishing the world's first 'clean air' salon in Soho - a groundbreaking concept eschewing damaging colorants and chemical treatments, right down to the exclusion of hairspray. This led to the creation of an organic and natural haircare range to go alongside the salon.

Now the product formulations contain a minimum of 70% organic content (excluding water and salt). Each organic component in the formulas is certified by accredited organic certifying organisations. Products bearing the USDA Certified Organic label boast 95% organically produced ingredients. Certified cruelty-free by PETA.