About
Ivy & Elder began with a search for hair care that worked for my daughters’ natural waves and curls. I wanted products that aligned with how I care for my family and our home and that actually worked.
Like many families, we tried a lot of options. Some delivered results but came with ingredients I wasn’t comfortable using long term. Others focused on being “clean,” but didn’t perform the way wavy and curly hair needs. I was looking for something that felt balanced: effective, fragrance-free, thoughtfully formulated, and made with care.
At the same time, I was navigating my own relationship with my hair. Most days, I wore it up because once it dried, it became frizzy and hard to manage. I wanted a simple wash-and-go routine that enhanced natural texture without buildup, stiffness, or extra steps.
That search led us to Ivy & Elder.
The products stood out immediately. They worked, for my daughters’ waves and curls, and for my own hair too, while staying true to ingredient integrity. It was the first time in a long while that I felt confident wearing my hair down in its natural texture.
When I later learned the brand was being sold, stepping in felt like a natural next chapter. I saw an opportunity to carry forward what already made Ivy & Elder special, while deepening its standards and long-term vision.
Today, Ivy & Elder is built around a conscious, holistic approach to hair care. We consider the full lifecycle of every product, from ingredients and formulation to packaging, sourcing, and impact over time. Our focus is not only on creating clean, fragrance-free products that perform, but on making choices that are gentle on the body and thoughtful toward the planet.
We believe hair care should feel simple, effective, and grounded in integrity, without compromise.
That original search still guides everything we do: caring for natural texture, honoring real routines, and creating products that feel good to use, trust, and live with every day.
— Vanessa