MISSIO

What MISSIO does

MISSIO is a Wilmington, North Carolina-based affordable-luxury hair care company founded in 2017 by husband-and-wife team Lorin and Kyle Van Zandt. The company produces and sells vitamin-rich shampoos, conditioners, styling products, and dry shampoo formulated without sulfates, parabens, or phthalates, using proprietary blends of natural extracts (kiwi, goji, coffee seed, acai, noni, pomegranate, green tea, mangosteen) and nourishing oils (jojoba, shea butter, coconut, avocado) plus baobab protein. Its core technology is cosmetic chemistry formulation rather than software or AI; products are manufactured in the USA and sold at unit price points ranging from $4 to $30 with bundle savings up to 20% and free shipping on domestic orders over $65.

The business operates a direct-to-consumer e-commerce channel at missiohair.com alongside a wholesale network of salon, blowout bar, and boutique stockists across more than 50 U.S. states (heavy concentration in Wilmington, NC). Revenue is generated through one-time product transactions with no subscription model. The company is bootstrapped with no institutional funding and operates with a very small team led by its two founders. MISSIO also operates a wholly-owned service subsidiary, MISSIO Studio Salon, at its Wilmington headquarters, which provides free hair and spa services to women recovering from human trafficking — part of the brand's social mission that has driven earned media coverage in Forbes, Allure, InStyle, Refinery 29, and other major outlets. The company has formal partnerships with anti-trafficking non-profits including A Safe Place, Love Justice, Five14 Revolution, and Be the Bridge.

As of the most recent data, the company is operating an inventory closeout and the website banner states "MISSIO Hair officially CLOSING," indicating the business is in the process of winding down operations. Customer base consists of individual consumers and salon professionals with no disclosed enterprise or anchor accounts.

Name

MISSIO

Legal name

Missio Hair

Website

https://missiohair.com

Company type

Private

Founded year

2017

Operating status

Operating

Ownership category

akta.pro rank

Product category

Professional Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Professional hair care
• Clean beauty products
• Vitamin-rich haircare
• Styling products
• Salon retail

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Hair Care Product Sales: MISSIO generates revenue through the direct sale of professional hair care products including shampoos, conditioners, styling sprays, creams, and treatments. Products are sold at various price points ranging from $4 to $30. Revenue is one-time transaction based with no subscription model.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

MISSIO manufactures and sells vitamin-rich, clean hair care products—including shampoos, conditioners, styling sprays, creams, pastes, and a dry shampoo powder—formulated without sulfates, parabens, or phthalates and distributed direct-to-consumer via missiohair.com, through salon and boutique retail stockists across the United States, and via a wholesale portal for retail partners. The company also operates MISSIO Studio Salon at its Wilmington, NC headquarters, providing free hair and esthetics services to women in recovery from human trafficking as part of its social mission.

Product overview

MISSIO is an affordable luxury hair care product company founded in 2017 by Lorin and Kyle Van Zandt, offering vitamin-rich, healthy hair care formulated without sulfates, parabens, or phthalates. The product portfolio includes Golden Hair Spray, Lush Dry Texture Spray, Styling Cream, Styling Spray, and Texture Paste as styling products; Coconut Cleansing Powder as a dry shampoo; Classic and Gentle Shampoos; and Light and Luxe Conditioners. All products contain antioxidant-rich extracts including kiwi, goji, coffee seed, acai, noni, pomegranate, green tea, and mangosteen, along with nourishing oils (jojoba, shea butter, coconut, avocado) and baobab protein. MISSIO products are sold online, in salons, and in retail stores across the United States, with a national network of stockists. The company also operates MISSIO Studio Salon in Wilmington, NC, providing free hair and spa services to trafficking survivors.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Hair Spray A strong hold, alcohol-free, non-aerosol hairspray that adds radiant shine with a warm Golden Sandalwood scent, safe for all hair types and textures, especially curly hair.
• Lush Dry Texture Spray Adds instant volume and thickness with antioxidant-rich extracts including goji berry and açaí, with a lemon and bamboo scent; quick-dry, non-stripping formula that removes excess oil and refreshes styles.
• Styling Cream A luxurious moisturizing leave-in cream that smooths and fights frizz with thermal protection, softness, shine, and memory hold; Golden Sandalwood scent; versatile for blow-dry or leave-in curl cream use.
• Styling Spray A light and airy volume spray with Sun-Soaked Citrus Scent that adds shine, strength, and thermal protection; usable wet or dry as prep spray or to enhance natural waves; recommended for fine to medium hair.
• Texture Paste A soft, workable paste offering medium hold and matte finish with fresh bergamot scent; beeswax and soy protein formula for meltable, pliable, buildable hold; ideal for short hair or undone styles.
• Coconut Cleansing Powder (Dry Shampoo) An all-natural dry shampoo powder that cleanses hair without water using a coconut-based formula to refresh and extend styles between washes.
• Classic Shampoo and Gentle Shampoo Vitamin-rich shampoos formulated without sulfates, parabens, or phthalates; Gentle Shampoo is recommended for dry hair or washing 2–3 days apart; Classic Shampoo is recommended for daily or every-other-day washing.
• Light Conditioner and Luxe Conditioner Glossing conditioners with avocado, sunflower seed, jojoba, and coconut oils plus baobab protein; Light (Lightweight Moisture) for fine to normal hair; Luxe (Luxe Moisture) for normal to dry and curly hair.
• MISSIO Studio Salon A boutique hair salon at the company's Wilmington, NC headquarters offering free weekly hair and spa treatments, and since 2021 facials and esthetics services, to women in recovery from human trafficking.

Quantifiable outcome

• Over 4,000 beauty professionals trained in human trafficking awareness
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• A Safe PlacecoreStrategic or Co-development PartnerA local partner organization in Wilmington, NC that provides emergency shelter for women in recovery from human trafficking. MISSIO helped furnish the shelter's living room and partners with them on their intake process, providing haircuts during their first month of each intake quarter.
• Love JusticecoreStrategic or Co-development PartnerMISSIO's first global partner organization fighting human trafficking worldwide. LOVE JUSTICE is a non-profit that works to combat human trafficking internationally.
• Magnolia (Spring at the Silos)minorGTM or Marketing PartnerMISSIO participated in Magnolia's Spring at the Silos event, a major marketplace event featuring Chip and Joanna Gaines. The event was cancelled in 2020 due to COVID-19 but MISSIO was selected from over 700 applicants to attend.
• Be the BridgeminorStrategic or Co-development PartnerAn organization working for the rights of the Black community and for racial reconciliation. MISSIO made a donation to Be the Bridge as part of their commitment to fighting injustice.
• Five14 RevolutionminorStrategic or Co-development PartnerPartner organization highlighted in MISSIO's partner series, working in the anti-trafficking space.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Briogeo: Independent, clean-ingredient hair care brand sold through DTC and major retailers (Sephora, Ulta). Directly comparable to MISSIO in positioning (sulfate/paraben-free, natural extracts) and channel mix, but at significantly larger scale post-acquisition by Wella.
• Innersense Organic Beauty: Clean, plant-based hair care brand sold through salons, specialty retail, and DTC. Closely comparable to MISSIO in formulation philosophy (sulfate-free, organic, professional/professional-retail channel) and target consumer.
• R+Co: Professional hair care brand sold through salons and DTC. Comparable to MISSIO in salon-led distribution, styling product mix, and premium positioning within the independent salon channel.
• Prose: DTC custom hair care brand with a subscription model. Comparable in target consumer (B2C, ingredient-conscious) and clean beauty positioning, but differentiates via customization and recurring revenue — areas MISSIO lacks.
• Davines: Italian professional hair care brand with sustainability-led positioning, distributed through salons and DTC. Comparable to MISSIO in professional/clean hybrid model and values-driven brand story.
• Rahua: Premium, natural-ingredient hair care brand with a sustainability and indigenous-ingredient story. Comparable in ingredient-led premium positioning and salon/DTC channel mix.

Broad incumbents

• Olaplex: Bond-building hair care brand with strong professional salon channel and global DTC. Overlaps with MISSIO in shampoo/conditioner/styling categories and salon distribution, but operates at vastly larger scale with patented ingredient technology.
• SheaMoisture: Mass-market clean and mission-driven hair care brand. Comparable in natural-ingredient positioning and social-impact brand story, but operates at scale inside Unilever's distribution network.
• Pureology: Professional, sulfate-free hair care brand with strong salon channel presence. Overlaps with MISSIO in clean/professional positioning and color-treated-hair claims, but is owned by L'Oréal and commands far broader distribution.

Emerging players

• Hairstory: Clean, waterless-leaning hair care brand with a direct-selling model and salon partners. Comparable to MISSIO in independent clean-beauty positioning and alternative-to-shampoo narrative.

Market position

Strengths2 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/MISSIOHair
• Xx.com/missiohair

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MISSIO