Seeing the expanding haircare space and welcoming products designed for all hair textures is beautiful. However, sometimes it’s hard to weed out the ones with a genuine mission and the results to back it.  The latest mission-backed brand on the horizon is LOBIE, founded by model and new mom Anastasia MacKay.

After years of on-set hair damage, MacKay was frustrated with the current offerings of market solutions. She sought more practical solutions and used the fuel of her feelings to redirect them into determination and the pursuit of healthy hair. The result of her findings is LOBIE, a clean beauty brand that stands for “Love” in Surinamese. Now, MacKay is ready to launch her first hero product, a Peptide Leave-in In Mask, set to revolutionize the way we care for our hair.