Arey

What Arey does

Arey (legally Two Lines Inc.) is a privately held, direct-to-consumer functional beauty brand focused on anti-aging haircare, with an emphasis on slowing and partially reversing grey hair growth. Founded in 2020 by Allison Conrad (CEO) and Jay Small (Co-Founder & Trichologist) and headquartered in Los Angeles, the company targets individual consumers — primarily those in the early stages of greying (under 30%) — through its arey.com e-commerce store, supplemented by retail distribution through Credo and Erewhon and a professional wholesale program serving hairstylists. The company claims to have served over 300,000 customers across the United States and Canada.

Arey's product platform is anchored by its proprietary Mela-9 Complex, now registered as U.S. Patent No. 12,220,474, which combines antioxidants and a clinically-efficacious peptide intended to support melanin preservation and stimulate repigmentation in hair follicles. The brand backs the technology with what it describes as the first randomized, double-blind, placebo-controlled clinical study on greying hair, conducted on 173 subjects and reportedly showing that 88% of participants had fewer or no increase in grey hairs, with 39% showing repigmentation. The product line combines an internal supplement (Not Today, Grey) with topical scalp treatments (To The Root serum, Good Night Grey overnight serum, Wash shampoo, Smooth and Masque conditioners), along with styling products (Live In Mist, Mend heat protectant, Wait A Sec dry shampoo, Scrub scalp exfoliant) and accessories. All products are vegan, gluten-free, cruelty-free, and dermatologist-tested, manufactured in NSF- and GMP-certified, FDA-registered facilities.

The business model is subscription-anchored direct-to-consumer e-commerce on Shopify, with subscription pricing offering roughly 15–25% off one-time prices; core items range from $32 to $58 individually, with bundles (The System, The Essentials Kit, The Restorative Kit) priced between $80 and $167. Wholesale pricing to hairstylists is offered through a dedicated professional portal, generating a second B2B revenue stream with lifetime commission on referred client purchases. The company raised a single disclosed seed round of $4.15M in November 2022, co-led by Female Founders Fund and Greycroft, and operates with a lean team of 1–10 employees, indicating highly capital-efficient operations.

Name

Arey

Legal name

Two Lines Inc.

Website

https://arey.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Arey is a DTC functional beauty brand offering science-based anti-aging haircare products — including supplements and scalp serums powered by its patented Mela-9 Complex — to slow grey hair growth and improve hair health for consumers in the United States and Canada.

Ownership category

akta.pro rank

Product category

Anti-Aging Haircare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Anti-aging haircare
• Grey hair treatment
• Hair pigment supplement
• Scalp serum products
• Functional beauty brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through arey.com website. Both one-time purchases and subscription (auto-replenish) models available. Subscription offers up to 25% discount. Products sold include supplements, scalp serums, shampoos, conditioners, and bundled kits.
2. Professional/Wholesale Program: Wholesale pricing program for hair stylists and professionals. Stylists earn exclusive discounts on products and receive lifetime commission on referred client purchases. Accessed through arey-professional.myshopify.com.
3. Retail Distribution: Products available through retail partners including Credo and Erewhon, expanding distribution beyond direct-to-consumer.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Arey sells science-based, anti-aging haircare products that target grey hair and aging-related hair concerns through an inside-out system. The lineup combines a physician-formulated daily nutritional supplement (Not Today, Grey) with topical scalp serums, shampoos, conditioners, and treatment products built around the patented Mela-9 Complex. Products are sold primarily direct-to-consumer online via arey.com on one-time and subscription bases, with additional wholesale distribution to hairstylists and retail availability at Credo Beauty and Erewhon.

Product overview

Arey is a functional beauty brand offering a comprehensive anti-aging haircare system centered on its clinically proven Mela-9® Complex. The portfolio consists of core products (Not Today, Grey supplement and To The Root® scalp serum, combined as 'The System'), topical treatments (Good Night, Grey™ overnight serum, Wash shampoo, Smooth and Masque conditioners), styling and protection products (Live In Mist® UV protectant, Mend heat protectant, Wait A Sec® dry shampoo, Scrub scalp exfoliant), accessories (The Scalp Brush), and bundled kits. The products work inside-out and outside-in: the supplement addresses nutritional deficiencies while topicals deliver actives directly to the scalp and hair. All products are clean, vegan, gluten-free, cruelty-free, and dermatologist-tested, manufactured in NSF-certified, GMP-certified, and FDA-registered facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Not Today, Grey A physician-formulated daily dietary supplement designed to slow grey hair growth and support repigmentation at the cellular level. Contains vitamins, minerals, antioxidants, and botanicals, and is vegan, gluten-free, and manufactured in NSF-certified, GMP-certified, and FDA-registered facilities. Sold as part of The System bundle and the Inside-Out Set.
• To The Root Scalp Serum An oil-free, lightweight daily scalp serum that delivers the patented Mela-9 Complex to preserve hair pigment and support thicker, fuller hair growth at the root. Used in The System, The AM to PM Duo, The Essentials Kit, and The Restorative Kit bundles.
• Good Night, Grey Overnight Serum A nighttime scalp serum designed to sync with the scalp's overnight repair cycle to support melanin production and improve hair density while sleeping. Featured in The AM to PM Duo.
• Wash Shampoo A gentle, sulfate-free cleansing shampoo that stimulates and preserves hair pigment while strengthening strands with every wash. Sold standalone and in The Shower Duo, The Inside-Out Set, The Essentials Kit, The Deep Treatment Duo, and The Restorative Kit bundles.
• Smooth Conditioner A nourishing daily conditioner that repairs, smooths, and strengthens fine to medium hair types, reducing breakage and boosting slip and shine. Sold standalone and in The Shower Duo and The Inside-Out Set bundles.
• Masque Deep Conditioner A deep conditioning treatment that protects, hydrates, and restores medium to coarse hair, repairing, smoothing, and strengthening strands. Sold standalone and in The Deep Treatment Duo and The Restorative Kit bundles.
• The Scalp Brush A scalp exfoliation brush with nickel-plated bristles on a natural rubber cushion base, designed to exfoliate the scalp, stimulate circulation, and boost serum absorption.
• The System A clinically proven bundle that combines the Not Today, Grey daily supplement and the To The Root daily scalp serum to slow greys and improve hair thickness. Arey's core flagship offering.
• The AM to PM Duo A duo that pairs the daytime To The Root serum with the nighttime Good Night, Grey serum to reduce greys and support thicker, fuller hair throughout the day and night.
• The Shower Duo A cleansing duo of Wash shampoo and Smooth conditioner designed to cleanse, preserve natural color, and soften wiry greys with every wash. Recognized by InStyle as an excellent alternative to color treatments.
• The Essentials Kit A comprehensive kit that includes To The Root serum, Not Today, Grey supplement, Wash shampoo, and Smooth conditioner for reducing greys and improving overall hair health.
• The Inside-Out Set A set that pairs the Not Today, Grey supplement with Wash and Smooth to cleanse while supporting natural color and reducing greys from within and without.
• The Deep Treatment Duo A duo of Wash shampoo and Masque deep conditioner designed to soften wiry greys for medium to coarse hair through deep conditioning and repair.
• The Restorative Kit A restorative bundle that includes To The Root serum, Not Today, Grey supplement, Wash shampoo, and Masque deep conditioner for comprehensive hair restoration.
• Arey Gift Card Digital gift cards available in denominations of $25, $50, $75, $100, $150, and $250 for gifting Arey products, delivered digitally.

Quantifiable outcome

• 88% of participants had fewer or no increase in grey hairs after 6 months
• +3 more outcomes

Named customers1 record

Segments3 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

Four partnerships are on record, tiered core and minor.

• Credo BeautycoreChannel Partner/ Reseller/ DistributorPremium clean beauty retailer with physical store locations. Credo is known for its rigorous ingredient standards and curates premium beauty brands. Arey products are available through Credo's retail locations and likely online channel, providing access to clean beauty consumers aligned with Arey's positioning.
• ErewhoncoreChannel Partner/ Reseller/ DistributorPremium natural foods and wellness retailer based in Los Angeles. Erewhon has become a destination for wellness-focused consumers. Partnership provides Arey access to health-conscious consumers in the premium wellness retail space, aligning with the brand's inside-out wellness positioning.
• NSF InternationalcoreOthersNSF International provides independent certification that supplements are manufactured in facilities meeting strict quality and safety standards (NSF Certified, GMP Certified). The certification ensures the Not Today, Grey supplement meets FDA standards and highest manufacturing standards.
• Impact.comminorGTM or Marketing PartnerPartnership management platform for affiliate and influencer marketing. Allows creators and partners to promote Arey products and earn commission on sales through the Impact.com network.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hims & Hers Health: Hims & Hers operates a DTC telehealth and wellness platform including prescription and OTC hair loss and aging treatments. Comparable as a scaled DTC wellness brand with subscription mechanics, though broader category than Arey.
• Olaplex: Olaplex built a clinically-validated, patent-protected haircare brand (bond-building) and scaled into global professional and retail channels. Comparable as a science-backed haircare category creator with professional channel and broad distribution.
• Augustinus Bader: Augustinus Bader is a premium, science-led skincare and haircare brand with patented TFC8 technology and high-end retail distribution. Comparable as a science-credentialed, premium-priced, patent-protected beauty brand expanding into haircare.

Direct peers

• Function of Beauty: Function of Beauty is a personalized haircare brand sold DTC with subscription, hair quiz, and customization. Overlaps with Arey on the DTC subscription mechanics and quiz-driven product matching, though broader category.
• Vegamour: Vegamour offers plant-based haircare including supplements, serums, and topicals for hair thinning and greying. Direct overlap with Arey's anti-aging haircare positioning, clean/vegan formulation strategy, and DTC subscription model.
• Prose: Prose is a personalized, clean-ingredient haircare brand with DTC subscription and salon partnerships. Comparable to Arey's DTC subscription model, clean/vegan positioning, and customization-led customer experience.
• Nutrafol: Nutrafol sells clinically-studied hair wellness supplements targeting thinning and aging hair, sold DTC and through professional channels. Highly comparable to Arey's Not Today, Grey supplement and inside-out approach to hair aging.
• K18 Hair: K18 is a clinically-validated, biotech-driven bond-repair haircare brand sold through salons and DTC. Directly comparable to Arey in clinical-evidence-led positioning, premium pricing, professional channel, and patent-protected active technology.

Emerging players

• BondiBoost: BondiBoost offers haircare targeting thinning, growth, and scalp health via DTC and retail. Comparable to Arey's scalp-serum and supplement stack for hair aging concerns, though less clinical-evidence-led.
• Act+Acre: Act+Acre is a clean, science-led scalp-care brand with cold-pressed serums and treatments. Directly comparable to Arey's To The Root and Good Night, Grey serums in the scalp-care category with clean/wellness positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@areyhaircare
• Facebookfacebook.com/areygrey
• Instagraminstagram.com/areyhaircare
• Pinterestpinterest.com/areygrey
• TikToktiktok.com/arey-grey
• LinkedInlinkedin.com/company/arey

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors3 records

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 Arey