Clinical luxury haircare, designed for professional partners.
TWELV is a salon- and clinic-ready hair and scalp system built around twelve visible standards — clean formulation, honest evidence, and a regimen simple enough to keep.
Why twelve
Hair is complex. So we stopped looking for a single answer. Most haircare is built around one hero ingredient and asked to do everything. We went the other way. We defined twelve standards a complete system should meet — across the scalp, the hair fibre, and the ritual itself — and then built products to meet them.
Twelve standards. Four steps. One complete ritual.
Designed to a standard, not to a trend.
Designed, not assembled.
We did not build TWELV around one trending ingredient. We identified twelve visible dimensions of healthier-looking hair and selected each element for a defined cosmetic role.
Evidence, graded honestly.
Not every ingredient carries the same weight of evidence. We publish which is which, and we do not claim more than the finished product has shown.
A ritual clients will keep.
Prep. Wash. Condition. Mist. A professional system simple enough to become a habit — at home and in the chair.
Twelve standards a complete system should meet.
Cleanse
Three standards for what a wash should actually remove.
- CleanseDesigned to remove everyday oil and product residue in a single wash.
- ClarifyDesigned to lift the dulling film that builds up between salon visits.
- Refresh the scalpDesigned to leave the scalp feeling clean and comfortable, never tight.
Comfort
Three standards for how the scalp and the hair should feel afterwards.
- Scalp moistureDesigned to help the scalp hold on to moisture after washing.
- Hair moistureDesigned to leave the hair fibre feeling hydrated rather than coated.
- Scalp comfortDesigned for a calm, comfortable scalp feel from the first use.
Strengthen
Three standards for how the hair fibre holds up to daily life.
- FortifyDesigned to support hair that feels stronger and more resilient to daily handling.
- ProtectDesigned to help guard the hair fibre against the wear of brushing, heat and styling.
- SmoothDesigned to smooth the surface of the hair so it behaves the way it was styled.
Reveal
Three standards for what shows once the clutter is gone.
- DetangleDesigned so a comb moves through wet hair without a fight.
- IlluminateDesigned to bring back the light that dull, coated hair loses.
- AmplifyDesigned to give fine hair more visible body without weight.
The XII mark is our quality signature. It does not indicate twelve ingredients.
Four steps. One complete ritual.
The TWELV regimen is designed to be scanned in order — from scalp preparation through finish — so partners and clients share the same clear story.
Pre-treatment cleanser that lifts residue before the wash.
Regenerative scalp therapy shampoo for the daily wash.
Lightweight conditioner to soften, detangle, and finish the wash.
A finishing scalp mist for comfort between and after washes.
In-clinic professional treatment protocols remain available to qualified TWELV partners alongside the take-home regimen.
00 / Scalp Prep
A gentle pre-wash cleanser that lifts oil, product residue and surface buildup without abrasive particles — leaving the scalp clean, comfortable and ready for the rest of the ritual.
- Non-abrasive.
- Fragrance-free.
- Single-use professional format for chairside clarity and hygiene.
01 / Shampoo
The wash step of the ritual — formulated to cleanse the scalp and hair with a powder-blue clinical-luxury presentation partners can put on the shelf with confidence.
- Gently cleanses the scalp and removes excess oil and product buildup.
- Sulfate-free and formulated to be gentle enough for frequent washing.
- Helps hair look fuller and feel stronger.
- Helps reduce breakage caused by brushing and styling.
- Supports a healthy-looking, comfortable scalp.
- Improves softness, shine, and manageability.
- Formulated for colour-treated hair. No sulfates. No artificial dyes. Low fragrance.
02 / Conditioner
The conditioning step — designed to detangle and soften without weighing hair down, completing the wash pair.
- Detangles and softens with every use.
- Helps seal in moisture after cleansing.
- Supports smoother, more manageable hair.
- Lightweight formula that won’t weigh hair down.
- Formulated for colour-treated hair.
03 / Scalp Mist
The finishing step of the take-home ritual — a refined scalp mist presented in powder blue with a bronze collar, designed to complement Prep, Shampoo, and Conditioner.
- Lightweight mist format for targeted scalp application.
- Designed as the finishing step in the TWELV regimen.
- Sized for professional retail and travel-friendly use.
Request information
TWELV is offered through salon and professional partners. If you would like product details, wholesale information, or to discuss bringing the regimen into your chair, we would like to hear from you.