Hairstory Founders’ Next Act: Hand And Body Wash Without Detergent

BusinessRetailHairstory Founders’ Next Act: Hand And Body Wash Without DetergentByPamela N. Danziger,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market.Follow AuthorMay 25, 2026, 11:22am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.SummaryEli Halliwell, co-founder of Hairstory, revolutionized hair care by creating detergent-free New Wash, an oil-based cleanser that preserves natural oils, unlike traditional shampoos. Following Hairstory's success, now with over a million customers and Ulta distribution, Halliwell and his wife Erica launched Sans Savon. This new brand extends their philosophy to body care, offering oil-based, micellar technology cleansers that clean without stripping the skin's protective microbiome. Sans Savon aims to provide a healthier alternative to conventional soaps, which often irritate skin. The Halliwells position themselves as rebels disrupting the beauty industry with innovative, microbiome-friendly products, catering to a growing consumer demand for natural and effective solutions. Their ventures emphasize cleaning without disrupting the body's natural balance.Show More Sans Savon hand and body wash and body barCourtesy of Sans SavonThe modern hair care industry is built on chemical detergents and for decades, its marketing glamorized it: television commercials featuring abundant lather, selling the idea that suds produce squeaky clean hair. The problem was that those bubbles stripped away the scalp’s natural protective oils, forcing customers to buy conditioners to repair the damage shampoos caused. After working as general manager for Estée Lauder’s prestige Bumble and Bumble brand, Eli Halliwell understood the industry’s dirty secret: the business model that worked so well for hair care brands was bad for the customer’s hair and wallets. I...