Powder to the People: AROVE Haircare Arrives

In an industry where sustainability has become a marketing mandate, new haircare brand Arove is determined to do things differently. Eschewing greenwashing in favour of meaningful impact, the brand is committed to real change — and that starts with leaving water behind.

Founded by celebrity hairstylist Michael Dueñas, who has worked with Emma Roberts, Ilana Glazer, and Madelyn Cline, among others, Arove is a performance-driven haircare line debuting with two innovative powder-form products: a shampoo and conditioner that can save nearly two gallons of water per person annually.

Using a water-activated powdered base, the Aerious Moisture & Shine Boosting Shampoo and Aerious Moisture & Shine Boosting Conditioner feature Arove’s proprietary LumiLok encapsulation technology, a system that delivers active ingredients directly to the scalp and hair follicle for targeted, measurable results. Designed for all hair types and textures, the formulas combine the brand’s natural silicone alternative with hyaluronic acid and plant-powered actives. A light, plant-based fragrance runs through the duo, layering floral, herbal, and clean notes for a fresh, understated finish.

The shampoo cleanses, nourishes, and balances, while the conditioner, which can also be used as a leave-in treatment, promotes stronger, shinier, and more manageable hair. Compact, mess-free, and travel-friendly, the powdered format makes it easy to maintain your routine on the go.

“As a celebrity hairdresser, my clients and I travel a lot, and most products on the market contain water, making them harder to travel with,” says Dueñas. “I wanted to create something better — something with greater efficacy, reduced plastic and carbon emissions, a formula that’s easy to travel with, and most importantly, one that’s clean and highly effective.”

That clean, high-performance promise is evident in Arove’s formulas. Vegan and free from sulfates, silicones, phthalates, parabens, gums, and fillers, the brand relies instead on a curated blend of moisturising, strengthening, and scalp-nourishing ingredients, including hyaluronic acid, broccoli seed oil, moringa oil, watermelon seed oil, rosehip oil, and vitamin E.

Beyond formulation, the products are housed in 65g (2.3oz) bottles, each offering 60 to 80 uses, the equivalent of a 907g (32oz) traditional product. The packaging also delivers an 88.5% reduction in plastic waste and up to 60% fewer transport emissions.

The bottles are also designed with inclusivity in mind. They are colour-coded for the sight-impaired, finished with a soft-touch, silicone-like material for secure grip in wet conditions, and equipped with an easy, one-handed opening mechanism to support users with limited mobility.

Following the launch of the Aerious Shampoo and Conditioner, Arove’s next release will be the Illuminous Ultra-Hydrating Oil, a water-free glossing and conditioning treatment designed to deliver deep hydration, effective frizz control, and long-lasting manageability.

Arove is now available online at arovebeauty.com, with prices starting from $32.99. No news has been announced regarding a UK launch.