Gussi, spearheaded by beauty industry veteran Alison Romash, was born out of a desire for a one-of-a-kind, salon-quality keratin treatment that could be applied at home and deliver weeks of frizz-free hair. Formerly an executive at L’Oreal and BH Cosmetics, Alison spent years managing and expanding top global beauty brands and learning the ins and outs of the industry across a variety of categories and geographies. Along with a team of seasoned haircare professionals, who witnessed hair smoothing products come and go over the years, she wanted to bring a safe keratin treatment out of the salon and into the comfort of home. Wanting to make safe and best-in-class hair smoothing more accessible and convenient, Alison and the Gussi team set out to disrupt the status quo.

Tapping industry-leading product formulators and scientists, the team got to work developing their clean, cruelty-free, and professional-grade quality products. From day one, they were intent on excluding any harmful chemicals such as formaldehyde, which is found in almost every chemical-relaxing and straightening product on the market. With formaldehyde being a known carcinogen banned in the European Union, Canada, Australia and now even the state of California, the team made sure that Gussi not only delivered long-lasting results, but did it in a way everyone could feel and look great. They tested the products over 20,000 times on all types of hair types, textures, and tones until they found their winning formulas, and the brand was born in spring of 2021. Today, the Gussi team has expanded their salon-quality product line beyond their award-winning, cult-favorite At-Home Keratin Treatment Kit to also include a luxurious sulfate-free, keratin-infused daily shampoo and conditioner plus high-quality hair tools and accessories, with more in the works. They’re on a mission to make the best ingredients, formulas, and routines available to anyone, including those who can’t afford to spend time and money in a hair salon.