Lather Responsibly: We're Officially 100% BTMS-Free

We broke up with BTMS. Now the whole family has moved on.

Earlier this year, we announced our decision to remove BTMS (Behentrimonium Methosulfate) from our conditioners. We started with our Conditioner Bar, and now, with the reformulation of Day-to-Day Conditioner, we're officially 100% BTMS-free across our entire product line.

This wasn't a decision we made overnight. It took research, experimentation, reformulation, and a whole lot of hair washing. But when we learn something new about the ingredients we're putting into our potions, we believe in doing something about it.

Why We Said Goodbye to BTMS

BTMS is a synthetic conditioning agent commonly found in hair care products, including those marketed as natural. It's prized for its ability to soften hair, reduce static, and make detangling easier.

It's also a quaternary ammonium compound, part of a class of chemicals known as quats.

While BTMS is considered safe for human use at appropriate concentrations, our concerns extend beyond what happens on your head.

Certain quaternary ammonium compounds can be slow to biodegrade and harmful to aquatic organisms. Research into this class of ingredients has raised concerns about their persistence in aquatic environments and potential effects on algae, invertebrates, and fish.

And when you consider that conditioner is designed to be rinsed straight down the drain, what happens downstream matters.

We want our potions to leave your hair feeling fantastic, not leave behind ingredients that give us reason to worry about our waterways.

So we decided to make a change.

First the Bar, Now Day-to-Day

Our Conditioner Bar was the first to get the BTMS-free treatment. We replaced the ingredient with a biodegradable, plant-derived conditioning alternative that delivers the softness and slip we expect from our hair care.

Next came Day-to-Day Conditioner.

Reformulating a conditioner is no casual undertaking. BTMS was doing some heavy lifting in our original formula, and we weren't about to sacrifice performance for the sake of an ingredient list.

We wanted the same detangling, softening, hair-flipping goodness, with an updated approach to conditioning.

Rather than simply swapping one ingredient for another, we took the opportunity to rethink the formula from the roots up.

Meet Our New Crush in Conditioning

Our updated Day-to-Day Conditioner features a new generation of plant-derived, amino acid-powered conditioning ingredients designed to smooth, soften, and readily biodegrade.

At the heart of the formula is Brassicyl Valinate Esylate, a conditioning ingredient made from plant-derived fatty materials and the amino acid valine.

It works by smoothing the hair's surface and reducing friction between strands. Less friction means easier detangling, less hair-breakin' tug, and a softer, more manageable mane.

We also took a fresh look at how we deliver moisture.

Our previous formula relied on a heavier botanical oil load for conditioning, which worked beautifully for some heads of hair but could weigh down others.

The new formula takes a more balanced approach:

• Regenerative, organic sunflower oil provides lightweight emollient nourishment without the heavy oil load.

• Glycerin and panthenol help attract and retain moisture for softer, more hydrated strands.

• Plant-derived fatty alcohols contribute silky slip, smoothness, and static reduction.

The result? Conditioning without the heaviness. Softness without the residue. More mane movement for the hair flip drama of your dreams.

Day-to-Day earned its name because we wanted a conditioner you could reach for regularly without the heavy buildup. And for those who love a leave-in moment, the new formula can also provide definition and softness without weighing everything down.

Better Bod Care Is an Ongoing Practice

BTMS has officially joined our ingredient no-go list.

Our commitment to earth-honoring bod care has never been about claiming we've achieved some mythical state of perfection. It's about staying curious, asking questions, paying attention to emerging research, and being willing to change course when we find a better way.

Sometimes that means reconsidering an ingredient we've used for years. Sometimes it means months of reformulation to make sure a product still does everything we expect it to.

In this case, it meant rethinking our approach to conditioning.

Our entire product line is now 100% BTMS-free. With both our Conditioner Bar and Day-to-Day Conditioner reformulated, we've officially closed the chapter on BTMS.

We're proud of where we've landed, and we're not done learning.

Here's to softer hair, thoughtful formulations, and looking downstream.

Lather responsibly.

SHOP ALL HAIR CARE