Advanced Goodness since 1989, AG creates the foundation for healthy hair. They select only the highest-quality ingredients, combining science and nature to develop formulas that deliver purposeful results. Driven by care and sustainability, the entire collection is vegan and cruelty-free with refill pouches and aluminum packaging options.

Founders John and Lotte Davis established a legacy of innovation through their vertically integrated manufacturing where everything is created on-site at their state-of-the-art facility in Vancouver, Canada. A proud supporter of One Girl Can, AG has donated over $1.5M to help girls in Kenya achieve gender parity.

Since 2017, AG has been recognized as one of Canada’s Best Managed Companies, a Gold Standard winner since 2020. Real beauty believes in better.

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