BELIEVE Debuts With a Holistic Take on Haircare
Believe is the newest name in haircare, and it’s launching with a holistic mission: to turn washing your hair into a mini wellbeing moment. Designed for life’s quiet pauses (like the morning shower that finally grants a moment of me-time), the brand focuses on caring for how you feel just as much as how you look.
Believe sits under Be Care Love, a beauty brand created by Bio Creative Labs and known for clean, affordable formulations rooted in self-care — an ethos that carries through into the new haircare line.
Launching with Whole Foods Market as its first retail partner, Believe is making its debut in-store and online.
“Launching Believe at Whole Foods isn’t just another retail win for us. It’s personal,” Jason Freeman, CEO of Bio Creative Labs, told BeautyNewsDaily. “We built this brand around a simple idea — what you believe shapes how you live. To see it on shelves at a retailer that truly values quality and integrity feels deeply aligned. It tells us we’re building something that matters.”
The debut collection, Speak Volumes, is a volumising system powered by a biotin complex, keratin peptides, and caffeine, with rosemary oil complex, rice protein peptides, and argan oil featured in select formulas. Targeted at fine, thinning, or volume-seeking hair, the collection is designed to hydrate, strengthen, and deliver lift at the roots while maintaining movement through the strands.
The lineup includes:
- Pro-Growth Shampoo ($11.99): Gently cleanses while adding body and fullness for thicker-looking hair.
- Pro-Growth Conditioner ($11.99): Nourishes and softens while boosting lift and movement.
- Scalp Awakening Serum ($12.99): Refreshes roots and supports scalp wellness.
- Spirit Lift Primer ($12.99): Preps hair for styling, controls frizz, boosts body, and protects from heat.
- Volumizing & Thickening Mousse ($12.99): Strengthens strands while enhancing volume.
Each product is vegan, cruelty-free, and free from sulphates and parabens, making the line gentle enough for everyday use.
Launching alongside the range is what the brand describes as a ‘light-touch’ wellness SMS programme, which invites customers to sign up for short, personalised prompts designed to encourage moments of reflection and mindfulness, with each sign-up supporting mental wellness funds.
“For us, packaging should not be a dead end,” said Cody Jameson, COO of Bio Creative Labs. “It should be a doorway. Speak Volumes is about giving people more than volume in their hair. It is about helping them feel seen, supported, and connected.”
Believe is now available at Whole Foods Market stores nationwide and online at believe.hair. There is currently no word on a UK launch.