AG Hair

What AG Hair does

AG Hair, operating legally as AG Care, is a Canadian hair care manufacturer founded in 1989 and headquartered in Coquitlam, British Columbia. The company develops, produces, and retails vegan, cruelty-free shampoos, conditioners, styling products, masks, serums, creams, and refill pouches organized into collections including Curl, Moisture, Colour, Smooth, Volume, Styling, Toning, Clarifying, and Strengthen. All manufacturing, research and development, quality assurance, bottling, and shipping are performed in-house at a 70,000 sq. ft. Canadian facility, a structural choice that differentiates AG Hair from comparable indie brands that outsource production. The company uses 'leading formulation software' to maintain compliance with global regulatory standards and retailer 'made without' lists, including Ulta Beauty's Conscious Beauty standards.

AG Hair operates a multi-channel go-to-market. Direct-to-consumer revenue runs through the ag.care Shopify storefront, with free shipping on orders over $50, free samples at $50+, and bundle pricing offering up to 20% off Duo and Trio Sets. Professional distribution is formalized through dedicated Pro Stylist Bundles and partnerships with salon supply distributors. Third-party retail is anchored by Ulta Beauty in the United States, with international reach handled through HairCo. Australia for Oceania and Beauté Star (consumer) and Chalut (stylist) in Quebec for francophone Canada. Product pricing spans roughly $14 for entry sizes (e.g., RE:COIL Curl Activator 2.5 oz) to $72 for the 24 oz refill format.

The customer base is split across individual consumers (general hair care, curly/wavy hair customers, color-treated hair customers) and professional stylists/salons, with use cases spanning frizz control, curl definition, color protection, volumizing, moisturizing, and scalp care. AG Hair holds vegan and cruelty-free certifications and supports the One Girl Can charity through checkout donations. The company is privately held with no disclosed institutional investors or external funding, and operates with a 51–100 person workforce, suggesting an independent, founder-led mid-sized brand rather than a venture-backed growth-stage business.

Name

AG Hair

Legal name

AG Care

Website

https://aghair.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

AG Hair (AG Care) is a Canadian-founded 1989 hair care manufacturer producing vegan, cruelty-free shampoos, conditioners, styling, and refill products in a 70,000 sq. ft. in-house facility, sold through DTC, professional salons, and Ulta Beauty retail.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Vegan hair care
• Cruelty-free shampoo
• Professional salon products
• Clean beauty formulations
• Hair styling products

Headquarters

HQ city

Coquitlam

HQ country

Canada

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, Infrastructure, Technology or R&D

Revenue model

1. Direct-to-Consumer Hair Care Products: AG Hair generates revenue through direct sales of shampoos, conditioners, styling products, masks, serums, and creams to consumers via their e-commerce platform. Products are sold at various price points ranging from $14 to $72, with bundle discounts available.
2. Professional Salon Distribution: Revenue generated through professional salon and stylist channels, with dedicated Pro Stylist Bundles and programs for salon partners.
3. Third-Party Retail: Sales through retail partners including Ulta Beauty, with products meeting retailer-specific standards.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

AG Hair (AG Care) manufactures and sells a complete line of vegan, cruelty-free hair care products including shampoos, conditioners, styling gels, mousses, curl activators, detangling sprays, masks, serums, creams, and refill pouches. All products are made in-house at the company's 70,000 sq. ft. facility in Canada and are free from drying sulfates, gluten, DEA, PABA, parabens, and DMDMH. The company sells through its own e-commerce site, professional salons, and major retailers such as Ulta Beauty.

Product overview

AG Hair (operating as AG Care) is a Canadian hair care brand established in 1989, manufacturing products in a 70,000 sq. ft. in-house facility. The product portfolio centers on hair care and styling products organized into distinct collections: Curl (including RE:COIL Curl Activator, MOUSSE GEL), Moisture (with BOOST and BALANCE Apple Cider Vinegar lines), Colour, Smooth, Volume, Styling, Toning, and Clarifying collections. The company offers a comprehensive range including Shampoos, Conditioners, Styling & Finishing products, Masks/Serapes/Creams, and Refill Pouches. Product lines are categorized by benefits such as Boost Shine, Boost Volume, Enhance Curls & Waves, Colour Care, Control Oil, Moisturize, Minimize Frizz, Scalp Care, Smooth, Strengthen, and Tone Colour. The company emphasizes plant-based, vegan, and cruelty-free formulations free from drying sulfates, gluten, DEA, PABA, parabens, and DMDMH.

Differentiator

Problem solved

Functional benefit

Brands

• RE:COIL Curl Activator: Hair care products for curl enhancement and definition
• BALANCE
• FAST FOOD
• BOOST
• LIQUID EFFECTS

Products and services

• RE:COIL Curl Activator

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core, regional and minor.

• Ulta BeautycoreChannel Partner/ Reseller/ DistributorUlta Beauty is a major retail partner for AG Hair products. AG Care meets Ulta Beauty's stringent Conscious Beauty standards, including their 'made without' list requirements. This partnership provides access to Ulta's extensive retail footprint.
• HairCo. AustraliaregionalChannel Partner/ Reseller/ DistributorInternational distribution partner for AG Hair products in Australia. HairCo. provides local shipping of AG Care products to Australian customers.
• Beauté StarregionalChannel Partner/ Reseller/ DistributorQuebec-based partner for French-language shopping experience. Beauté Star serves as the francophone e-commerce destination for AG Care products.
• ChalutregionalChannel Partner/ Reseller/ DistributorQuebec-based salon supply partner for professional stylists to purchase AG Hair products.
• One Girl CanminorStrategic or Co-development PartnerAG Hair supports One Girl Can, a charitable initiative helping girls in Kenya achieve gender parity. The company promotes donations to this cause at checkout, with tax receipts issued for donations over $20.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Briogeo: Clean, plant-based hair care brand sold through Sephora, DTC, and salons. Comparable to AG Hair on vegan/clean positioning, mid-size independent brand scale, and multi-channel distribution, with a younger Gen Z-leaning brand identity.
• Olaplex: Bond-building hair care brand with strong salon roots, sold through professional channels, Sephora, and DTC. Comparable to AG Hair on the salon channel and treatment product mix, though differentiated by patented bond-building technology.
• Moroccanoil: Premium hair care brand built around argan oil, distributed through salons, DTC, and select retail. Closely comparable to AG Hair in terms of professional salon heritage, premium positioning, multi-channel distribution, and mid-size independent brand scale.
• Pureology: Professional salon hair care brand specializing in color-treated hair, owned by L'Oréal. Comparable to AG Hair on salon distribution and color-care specialization, though backed by significantly larger marketing resources.
• Davines: Italian professional hair care brand with strong sustainability and B-Corp credentials, sold through salons and DTC. Directly comparable to AG Hair on salon-channel focus, clean beauty positioning, and sustainability narrative (refill packaging).
• Oribe: Luxury professional hair care brand with strong salon positioning, also sold through select retail. Comparable to AG Hair on premium salon heritage and multi-channel strategy, though positioned at a higher price tier.
• Living Proof: Science-driven premium hair care brand sold through salons, Sephora, and DTC. Comparable to AG Hair on premium positioning and multi-channel distribution, with a similar emphasis on innovative formulation.

Broad incumbents

• Aveda: Estée Lauder-owned plant-based hair care brand sold through salons and its own retail network. Comparable to AG Hair on plant-based/vegan positioning and salon distribution, but operates with significantly larger resources and brand awareness.
• Kérastase: L'Oréal-owned luxury professional hair care brand sold through salons and select retail. Comparable to AG Hair on the premium salon channel but operates at vastly greater scale and global reach, representing both a peer and competitive threat.

Emerging players

• Rahua: Clean, plant-based, sustainably sourced hair care brand sold through salons and DTC. Comparable to AG Hair on plant-based/vegan positioning and sustainability narrative, though smaller and primarily focused on premium natural ingredients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/agcare1989
• Instagraminstagram.com/agcare1989
• TikToktiktok.com/@agcare1989
• Xx.com/ag_hair

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Hair