Just Add Water: Small Wonder's Powder-to-Lather Formula Is a Game Changer

Small Wonder Signature Conditioner and Signature Shampoo are shipped water-free in reusable, recyclable, and compostable packaging so you can buy once and refill forever.

I’ve been a beauty editor for 35 years so I’ve seen it all. Or at least I thought I had. Then I heard about Chicago-based company Small Wonder, which has introduced a salon-grade, powder-to-lather shampoo that’s activated by water in the shower. I’ll admit that I was skeptical at first, but I gamely followed the directions. After my hair was good and wet, I dispensed one pump of the powder into the palm of my hand and worked it into my hair. I’m not sure what I was expecting, but it wasn’t the rich, creamy lather that appeared as if by magic.

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While the technology required to perform such a miracle could be a parlor trick designed to generate a buzz on social media, that’s not the case here. The concept is sound when you consider that traditional shampoo contains nearly 80% water, which dilutes the very ingredients meant to nourish your hair. None of this would matter if Small Wonder didn’t deliver, but it does. My hair felt soft and silky thanks to the SHINE37 complex, which includes zea mays to add volume and shine, guar to condition and reduce frizz, kaolin to repair damaged hair, jojoba oil that’s rich in vitamins and minerals, and coconut oil to moisturize each strand.

Then there’s the issue of sustainability. Water is heavy, so shipping a traditional 8-ounce bottle of shampoo is more expensive than shipping a 2.5-ounce bottle of Small Wonder. What’s more, the sleek, patented Wonder Bottle pairs with lightweight, recyclable and compostable refill tubes so there’s less plastic waste. Go on, think about how many empty bottles of shampoo you’ve tossed into the trash in your lifetime. The number is staggering, isn’t it? Want to reduce your carbon footprint without sacrificing quality? Small Wonder Signature Shampoo ($38) delivers 50-80 washes while gently cleansing, nourishing and restoring moisture.

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The company has also added Small Wonder Conditioner to the line. The powder-to-lather formula contains marula and jojoba oils for deep hydration. A 2.5-ounce bottle ($38) lasts for 50-80 washes and is safe for color-treated hair. One pump was all I needed, but I’ve got a pixie cut. Longer hair may require two pumps.

Take it from me, Small Wonder is a paradigm shift that’s going to upend the way we shampoo and condition our hair, but remember that originality can’t be duplicated. Keep that in mind when you see companies flooding the market with similar products. It happens all the time, but then imitation is the sincerest form of flattery, right?

For more information about Small Wonder and to purchase, visit their website. Follow on Instagram: @smallwonder.world

[Photo courtesy of Small Wonder]

Marianne Dougherty is an award-winning writer, editor and publisher, who has twice been a finalist for a Golden Quill Award for journalistic excellence. Predicting the day spa trend, she founded American Spa magazine in 1998. She has also been editor in chief of American Salon, Launchpad, and Shades of Beauty magazines. In 2023 she published her first novel, What We Remember, which was a Mariel Hemingway Book Club selection. Follow her on Instagram: @mariannedoughertyauthor. Or visit her website: mariannedougherty.com