This founder profile follows David Hanen’s path to LOMA—why aloe became the hero ingredient, why manufacturing stayed in-house, and how a “makers, not marketers” ethos shapes every decision. It underscores LOMA’s long sulfate-free heritage and focus on ultra-pure water, stylist education, and purposeful performance.
Estetica Export’s interview traces LOMA’s origins to a simple idea: formulas should start with ingredients that benefit the hair and scalp. Aloe leads that list, supported by ultra-pure water and tightly curated botanicals. Hanen explains that keeping production in-house preserves formula integrity, enabling rapid iteration and strict quality control that contract manufacturing can’t always match.
The piece frames LOMA as a maker’s brand—prioritizing performance, safety, and education over trends. By training stylists and sharing the “why” behind each formula, LOMA aims to build trust at the backbar and in clients’ routines, proving that clean can be both transparent and truly effective.
Read the full article at Estetica Export
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