AG Care

What AG Care does

AG Care is a privately held Canadian hair care brand founded in 1989 by John Davis and Lotte Davis, headquartered in Coquitlam, British Columbia, with all manufacturing, R&D, quality assurance, bottling, and shipping conducted in-house at a 70,000 sq. ft. facility in Vancouver, BC. The company sells vegan, cruelty-free, plant-based hair care formulations free from drying sulfates, DEA, PABA, parabens, and DMDMH, organized into benefit- and collection-based lines spanning Shampoo, Conditioner, Styling and Finishing, Masks/Serums/Creams, Refill Pouches, Hand Care, and curated Bundle and Pro Stylist sets.

The product portfolio is anchored by several proprietary technology platforms: the Curl Creating Complex (rice and tomato extracts featured in RE:COIL and MOUSSE GEL), the CARE Complex for color protection in COLOUR SAVOUR and STERLING SILVER lines, and the Eco-Sec preservation system that enables clean-label formulations without parabens or phenoxyethanol. Packaging innovation includes 1L refill pouches delivering 73% plastic and 62% energy reductions, alongside aluminum and PCR packaging, and the brand meets Ulta Beauty's Conscious Beauty standards.

AG Care operates a dual-channel go-to-market combining direct-to-consumer e-commerce (ag.care and us.ag.care) with a subscription & save program offering 10% off plus free shipping, a four-step bundle builder, and a hair quiz for personalization, layered with a professional salon motion through Pro Stylist Bundles and regional partners Beauté Star and chalut.com (Quebec) and HairCo. (Australia). Pricing is mid-premium, with individual SKUs ranging from approximately $14 to $72 CAD. The company has been continuously operating for over 35 years without disclosed external institutional funding and runs the One Girl Can charity initiative founded by co-founder Lotte Davis in 2008, having donated over $2.49M to date.

Name

AG Care

Legal name

AG Care

Website

https://ag.care

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

AG Care is a privately held Canadian clean-beauty hair care brand founded in 1989 that manufactures vegan, cruelty-free shampoos, conditioners, stylers, and treatments in-house at a 70,000 sq. ft. Vancouver facility, selling direct-to-consumer, through professional stylists, and via regional partners across North America and Australia.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Vegan hair care
• Curl care products
• Clean beauty formulations
• Sulfate-free shampoo
• Professional hair styling

Headquarters

HQ city

Coquitlam

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: AG Care sells products directly through its owned e-commerce storefront (ag.care) at list prices, with options for one-time purchase or subscription. Subscription model offers 10% savings and free shipping.
2. Subscription & Save: Recurring subscription model offering 10% discount, free shipping, free deluxe sample with every order, early access to promotions, and a free welcome gift. Customers choose delivery cadence of 1, 2, 3, or 4 months.
3. Bundled Product Sets: Curated Duo, Trio and Pro Stylist Sets offering up to 20% savings. These multi-product bundles drive higher average order value and encourage routine building.
4. Gift Cards: Digital gift cards sold in denominations of $15, $25, $50, $100, and $200 CAD. Delivered by email with no expiry date and no processing fees.
5. Salon Professional Channel: Pro Stylist Bundles and curated stylist favorite sets (e.g., Pro Stylist Olivia's Faves, Pro Stylist Nicole's Faves) sold through ag.care, with separate stylist-dedicated shopping through partners Beauté Star and chalut.com in Quebec.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

AG Care manufactures and sells vegan, cruelty-free hair care products — including shampoos, conditioners, styling products, treatments, and hand care — formulated without drying sulfates, parabens, DEA, PABA, DMDMH, or gluten. The company produces its full product line in-house at a 70,000 sq. ft. facility in Vancouver, BC, and sells directly to consumers through ag.care and to salon professionals through curated Pro Stylist bundles and regional partners.

Product overview

AG Care is a Canadian hair care brand founded in 1989, offering a comprehensive portfolio of professional-grade hair care products. The product line centers around several core collections including the bestselling RE:COIL Curl Activator and Curl Collection for curly hair, the Plant-Based Essentials line featuring BALANCE and BOOST Apple Cider Vinegar products, the Colour Care collection with COLOUR SAVOUR products for color-treated hair, the Moisture collection with XTRAMOIST and ULTRAMOIST products, and the Smooth collection with SMOOOTH and SLEEK argan-infused products. Additional offerings include the Strengthen line (VITA C products), Toning products (STERLING SILVER), and Styling & Finishing products (MOUSSE GEL, LIQUID EFFECTS, CURL FRESH DEFINER). The company also offers hand care products, gift cards, and eco-friendly refill pouches. All products are vegan, cruelty-free, and free from drying sulfates, gluten, DEA, PABA, and parabens. Products are manufactured in-house at their 70,000 sq. ft. facility in Vancouver, BC.

Differentiator

Problem solved

Functional benefit

Brands

• Plant-Based Essentials: A collection of 98% plant-based and naturally derived products formulated with organic apple cider vinegar, argan oil and superfoods.
• Curl Collection
• One Girl Can

Products and services

• RE:COIL Curl Activator
• RE:COIL Curl Activator 24 oz Refill
• MOUSSE GEL Extra-Firm Curl Retention
• BALANCE Apple Cider Vinegar Sulfate-Free Shampoo
• BOOST Apple Cider Vinegar Silicone-Free Conditioner
• FAST FOOD Leave-On Conditioner
• LIQUID EFFECTS Medium-Hold Weightless Styling Gel
• CONDITIONING MIST Detangling Spray
• CURL FRESH DEFINER Silicone-Free Soft Hold Styling Cream
• XTRAMOIST Moisturizing Shampoo
• ULTRAMOIST Moisturizing Conditioner
• COLOUR SAVOUR Colour Protecting Shampoo
• STERLING SILVER Toning Shampoo
• RENEW Clarifying Shampoo
• VITA C Strengthening Shampoo
• SMOOOTH Argan & Coconut Smoothing Shampoo
• NOURISH Snow Mushroom Moisture Mask
• THE OIL Argan Smoothing Oil
• FIREWALL Argan Shine & Flat Iron Spray
• SOOTHE Nourishing Hand Lotion
• HYDRATING HAND WASH
• AG Gift Card
• Duo & Trio Sets
• Pro Stylist Faves
• Refill Pouches

Quantifiable outcome

• Refill pouches use 73% less plastic than previous 1L plastic bottles
• +4 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• One Girl CancoreStrategic or Co-development Partner · 1 January 2008AG Care has partnered with One Girl Can since 2008, helping girls in Kenya harness their power to create gender parity and meaningful change. Lotte Davis, one of AG Care's founders, founded One Girl Can. The company has donated over $2.49M to-date, supporting 138 facilities, 1,000 scholarships, and mentoring 11,000 girls annually. At checkout, customers can donate to support the charity, with tax receipts issued for donations over $20.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Amika: Brooklyn-based salon-professional hair care brand distributed through salons, Sephora and DTC. Similar dual-channel (salon + DTC) GTM and broad hair care line-up including curl, volume and color ranges.
• Briogeo: DTC-native clean hair care brand offering sulfate- and paraben-free shampoos, conditioners and treatments across multiple collections. Comparable to AG Care in DTC e-commerce motion, clean formulation ethos and broad product portfolio.
• Moroccanoil: Argan oil-infused hair care brand with strong salon professional distribution globally. Comparable to AG Care in argan-led ingredient positioning, salon channel strength and premium pricing.
• Ouai: Celebrity-founded DTC hair care brand selling through Sephora and own site with styling-led portfolio. Comparable in DTC-first motion, social-media-led marketing and millennial/Gen Z consumer target.
• Pureology: L'Oréal-owned professional hair care brand focused on clean, sulfate-free, vegan formulas concentrated in color care and volumizing. Most directly comparable to AG Care in plant-based, professional-channel positioning.
• Innersense Organic Beauty: Clean, organic, plant-based hair care brand selling through salons and DTC, with curl, color and care collections. Closely aligned to AG Care in clean formulation philosophy, curl focus, and salon professional channel.

Broad incumbents

• Olaplex: Public science-driven bond-building hair care brand sold through salons, Sephora and DTC. Comparable as a high-margin, treatment-led professional hair care brand with broader scale and distribution.
• Carol's Daughter: Plant-based hair care brand owned by L'Oréal, sold through mass retail, salons and DTC. Comparable as a long-running plant-based hair brand targeting textured and curl hair consumers.
• Kérastase: L'Oréal's premium professional hair care brand with global salon and retail presence. Comparable as the dominant professional hair care incumbent AG Care competes against for stylist endorsement.
• Living Proof: Science-driven hair care brand (Unilever) sold through salons, Sephora and DTC, focused on styling and treatment. Comparable as a science-credibility hair care peer with broader distribution than AG Care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AGcare1989
• Instagraminstagram.com/agcare1989
• TikToktiktok.com/@agcare1989
• Xx.com/AGcare1989
• LinkedInlinkedin.com/company/ag-care-1989

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 AG Care