Our Story
When she turned 45, Lisa, a mother of two teenagers noticed her first grey hair.
“Oh No! I’m starting to age!” she reacted.
She had a head of lush black hair but now that grey strand couldn’t be ignored.
Months past and her head started to have more and more grey hair.
She couldn’t prevent aging but what bothered her was, she started to look older than her actual age.
That was when she started trying hair colouring.
She tried conventional off-the-shelf hair colours but felt that they were chemical laden and caused her hair to dry up. They had an awful smell and the mixing was quite troublesome.
In further research, she even noticed that some ingredients in common hair dyes could cause cancer, even in well-known brands!
That was when she started to wonder if there was a friendlier hair colouring solution.
After looking around for some time, she didn’t find a reliable hair colour that was safe and effective at the same time.
That was when she decided to create her own formulation without harmful ingredients.
She created a hair colour shampoo that dyed hair while shampooing. She even added beneficial fruit concentrates and herbal ingredients that nourished the hair and scalp.
With added conditioner, now hair colouring is made easy with a 3-in-1 solution, hair dye + shampoo + conditioner, all at once!
She then shared her formulation with her friends and they were impressed at how
convenient it was to use. No more nasty smells, no more harmful ingredients, no more dry hair but a full head of radiating hair, natural and soft.
It was then she realised that she stumbled upon a solution that made hair colouring healthier and easier.
That was when WiseStrand Natural Hair Colour Shampoo was created with consumers’ safety in mind to achieve hassle-free, time-saving and budget-friendly DIY grey cover.
ABOUT US
With the safety and health of consumers in mind, Smart Choice Company makes available hair dye products after much research, and which comply with regulatory requirements.
OUR MISSION
To create awareness on the hazardous chemical ingredients in hair dye and help consumers make informed choices.
OUR OFFER
We offer minimal hazardous chemical ingredients as well as a good blend of natural ingredients. It is easy to use and affordable.
Founder's Background & Industrial Experience
- 15 years in chemical industry
- ISO9001 Internal Quality Auditor
- ISO14001 Lead Internal Environment Auditor
- Internal Safety & Health Inspector
