Today we’d like to introduce you to Jade Wong
Hi Jade, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I grew up immersed in the world of Los Angeles’ vibrant hair scene thanks to my mother, an immigrant who truly embraced the American dream. She started beauty school at 16 years old and built more than a dozen salons over her 30-year career, including for major hotels like the Ritz, Peninsula, and Fairmont. I wanted to be just like her—a hairdresser who made people look beautiful and feel incredible. But when I was 10 years old in 2008, the financial crisis hit and business took a turn for the worse. I remember thinking to myself that I would choose a more stable career path, study something “practical”, and eventually find a job in the corporate world.
After college, I followed my plan and joined a big company, travelling the world to consult for governments and multi-national corporations. On paper, it was everything I was supposed to want, but something was always missing. At the same time, I struggled with worsening hair loss, scalp psoriasis, and product buildup. I drowned myself in expensive shampoos, serums, and complicated hair routines, which only made things worse.
I turned to my mom, who had luckily already been working with a team of chemists to explore the latest innovations in clean hair science. For years, she struggled to find natural alternatives that could replace the chemical-laden products she relied on. She didn’t want a cluttered lineup—just one simple, effective set of products that would work for all her clients without compromising on quality or results. When I arrived home for Christmas one year, she gave me an early trial to test. The moment I came out of the shower I could instantly feel the difference. My hair was somehow lighter, cleaner, and shinier than it had been in years. I was shocked and a bit skeptical. Why hadn’t any of the expensive shampoos I tried worked for me? I decided right then and there that I needed to find out.
So I dropped everything, quit my job, and moved across the world back to my hometown in LA. I spent countless sleepless nights working with our lab, with suppliers, and with salons and clients to conduct tests, studies, and research to validate the incredible results. We initially piloted the products with a few salons in Pasadena and the response was overwhelming. We sold out within days and were inundated with backorders that we’re now working hard to fill. Our goal is to make this available to more salon professionals and clients, so we are planning an official launch in mid-2025.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
In 2018 and 2021, my mother lost two of her colleagues to uterine cancer. Both had undergone years of performing keratin treatments containing formaldehyde, a chemical I later discovered has been linked to this type of cancer. They were like family— helping me prepare for major milestones in my life: homecoming, prom, and graduations. While losing both of them was extremely difficult and made me question the ethics of the beauty industry, it ultimately ignited a fire in me to use this as an opportunity to make a difference, especially for professional stylists who are often unknowingly exposed to toxic chemicals every day in their work.
While finalizing our formulations, one of our biggest challenges was developing our signature natural fragrance. When we set out to find the right scent, we knew we wanted something 100% natural. Look at any bottle on your shelf and you’ll find the same thing written in the ingredients, “Fragrance (Parfum)”. Brands are not legally required to disclose the ingredients in their fragrance, and many can contain hundreds, if not thousands, of synthetic and often harmful chemicals, like styrenes or phthalates. Our journey to find a natural fragrance delayed us by several months, as we iterated with natural fragrance perfumers countless times, all because we refused to use the cheap and readily available synthetics. The result, however, is a fragrance that our clients are beyond in love with. It’s a complex scent we named “Pacific Air”, because it invokes the subtle refreshing scent of a California beach, enhanced with notes of citrus and wood. Our natural scent costs us about 20x more than a similar synthetic fragrance, but we’re confident that you’ll smell and appreciate the difference.
We’ve been impressed with AWARE HAIR, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
AWARE Hair’s mission is simple: to create luxurious multifunctional haircare that is backed by science and results. Our first collection of shampoo, conditioner, and leave-in styling conditioner is called 9·1 Professional because each bottle helps improve the 9 key aspects of hair and scalp aspects in one use. Designed with both stylists and clients in mind, we have eliminated unnecessary steps and products to make it easier to achieve professional results whether in the salon or at home.
Unlike most ‘natural’ brands, we focus on performance just as much as high quality ingredients. Our patent-pending formulas took 6+ years to develop and don’t just eliminate harmful and harsh ingredients—they actively repair damage while improving hair and scalp health. Each bottle is concentrated in clinically-backed, high-potency bioactive ingredients like dual-weight hyaluronic acid, microalgae from Tahiti, and much more. Every formula is rigorously tested for efficacy and endorsed by professional stylists, dermatologists, and holistic health practitioners. Our products are made in small-batches and are available exclusively through trusted retailers and online, ensuring customers receive only fresh, authentic, and salon-grade formulas. Beyond product innovation, we are committed to sustainability, using responsibly sourced ingredients from small organic producers and eco-conscious packaging to minimize our footprint.
At AWARE, we believe in simplicity, reliability, and above all, trust. Stylists trust us to protect their craft and their well-being. Clients trust us to deliver high-quality products without compromise every time. And our community trusts us to pour our hearts and souls into every formula, every bottle, and every commitment we make. Because AWARE is about more than exceptional products—it’s about setting a new standard in the beauty industry, championing salons and stylists, and giving people more than just brand names and flashy advertising.
What makes you happy?
I try not to chase the elusive idea of ‘happiness’ as a constant state. Instead, I let it find me in fleeting, grounding moments—small pockets of joy that remind me of what truly matters. Spending time with my mom—whether we’re brainstorming ideas for AWARE or chatting over coffee. Surrounding myself with gratitude, love, and laughter. Connecting with and helping others. Moving my body and expanding my mind. Enjoying a cup of coffee. Hosting a wine tasting and dinner. My grandma used to say that happiness isn’t everything, but be grateful when it appears.
Pricing:
- We offer a complimentary trial sample for anyone who would like to experience the AWARE difference excluding shipping and handling. Just email us!
- All orders are backed by a no-hassle 100% satisfaction guarantee.
Contact Info:
- Website: https://awarehair.com
- Instagram: https://www.instagram.com/awarehaircare/
- Facebook: https://www.facebook.com/awarehaircare
