Beauty Boss: Kailey Bradt, Founder of OWA Haircare
Kailey Bradt.
Our latest Beauty Boss is Kailey Bradt, Founder of OWA Haircare—a newly launched sustainable haircare brand that is water-activated, vegan, and clean. Bradt, a chemical engineer-turned-clean beauty enthusiast, believes that waterless beauty is the future of personal care. She created a water-activated powder shampoo that becomes a liquid when activated with water in the shower. It comes in an eco-friendly bottle with 60 washes (8x more than an average liquid shampoo).
OWA is on a mission to not only lead the waterless movement in haircare, but to also educate consumers about sustainable consumption and clean ingredients along the way. Removing water not only saves water in the bottle, but also saves water through the entire product life cycle. Removing the water allows OWA to ship a more concentrated product, which saves the need for plastic packaging. Because their powder shampoo is lightweight, they also save energy in the form of electricity and fuel in the supply chain from start to finish.
We chatted with Bradt, who shared the inspiration behind the brand, favorite products and wellness tips, future plans for the brand, and more.
When was OWA founded? What does the name mean?
We officially incorporated in May 2017 and soft launched our first product, Moondust Collection: Hair Wash, in June 2019.
The name OWA stands for “Out of this World Amazing.” The name really comes from the concept that we are bringing something entirely new to this planet. It’s something no one has ever seen, felt or experienced before. We want our community to share in this sense of discovery with us when using OWA products for the first time. That’s also why our first collection is the “Moondust Collection.”
What inspired the creation of the brand?
When I learned liquid shampoo was 80% water on average, I had to do something. It was a perfect opportunity for me to combine my interests of clean beauty and sustainability with my background in chemical engineering. After three years from concept to launch, OWA released its first-of-a-kind, water-activated powder shampoo.
Do you have a hero product?
Moondust Collection: Hair Wash is our hero product! It’s essentially your liquid shampoo delivered to you without the water. Waterless beauty products have a smaller environmental footprint across the entire supply chain, it’s not just the water in the bottle. Just think about the fuel alone that is saved from not shipping all that water! It also lasts longer—in one bottle of Hair Wash you get 4 standard-sized bottles of liquid shampoo.
What are your favorite products from the brand?
The original Moondust Collection: Hair Wash. I took over two years to develop this formula because I wanted clean ingredients, sustainability, and overall, the best performing shampoo I had ever used. It’s the most luxurious, sulfate-free lather you will experience. It took time to get there, but it was worth the wait.
Where are your products sold?
On our website and at Credo Beauty stores.
Future plans for the brand?
In terms of the future, we are only just beginning. We launched in June 2019 with a single SKU. OWA will be a full haircare line. My personal excitement for the brand lies within the development of products in hair that seem unimaginable without water. I was told by so many people that if it was possible to create a water-activated powder shampoo, it would’ve already been done. That’s what motivates us at OWA.
OWA Haircare is a clean and vegan line of sustainable, water-activated haircare products.
What inspires you?
Lately it’s less about who and more about what. I tend to be inspired by people I’ve met IRL. Recently, I haven’t met anyone because of quarantine! I usually can spark inspiration by traveling or checking out new coffee spots, which isn’t possible right now either. So I’ve turned to music. I actually made the best playlist and I’ve shared it with my friends. So here it is for you too!
Secret to success?
I genuinely have a curiosity for so many different things, and when it comes to my business, I like to be constantly learning new skill sets. As a founder, it really is important to understand enough of a topic, software or job role that you can manage it effectively, yet not spend so much time on it that you become an expert where you’re not needed to be.
Wellness tips?
It starts with your mind. You’ve got to be able to detox your brain. At the end of each day, you might not have time for a full workout or anything physical, so find something for you at the end of the day that helps your mind rest.
Best advice?
I rarely take advice from just one person. I always get more than one opinion on something if it’s a big enough decision that I have time to. Usually if it’s something significant, you don’t have to make that decision on the spot!
How do you like to relax?
I’m not a great “relaxer” and I’m really a person who is always going. To de-stress, I like to go for a run or do a spin class—something high intensity works better for me. To wind down, I love to do a face mask, hair mask, and just read some research articles to get my mind to chill out.
For more information, visit owahaircare.com and follow on Instagram: @owahaircare
[Images courtesy of OWA Haircare]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk