For decades, the beauty industry has focused on what we put on our hair: serums for shine, sprays for volume, masks for repair. But what if the secret to stronger, healthier strands starts somewhere deeper?
For Canadian-founded Brand With A Heart, the answer lies at the root—quite literally.
“We believe that truly great hair is a reflection of overall wellness,” say founders David and Alisa Allice. “While traditional haircare has long focused on external application, we recognized an opportunity to address the nutritional and biological factors that support healthy hair growth and strength from within.”
Their philosophy is refreshingly holistic. Rather than chasing quick fixes, Brand With A Heart takes an inside-out approach, prioritizing scalp health as the foundation for healthier, more resilient hair over time.
Central to that mission is an ingredient many Canadians have likely never heard of: the maqui berry.
Native to the Chilean rainforest, the deep purple superfruit boasts one of the highest concentrations of antioxidants found in nature. “We recognized its remarkable potential to support overall wellness from within,” David and Alisa explain. “Given our focus on nourishing the scalp to promote healthy hair, the maqui berry was a natural fit.”
The ingredient stars in the brand’s signature M+ blend, alongside coffee, green tea, pomegranate, mangosteen, acai, noni, and goji berries—each selected for its specific benefits to scalp health and hair vitality.
It’s a timely approach. As consumers become increasingly ingredient-savvy, they’re also navigating an overwhelming sea of beauty buzzwords. For the Allices, the conversation around healthy hair needs to become simpler—and more holistic.
“Healthy hair isn’t just about the products you use,” they say. “It’s about how you care for your scalp, and how you care for yourself. Quality ingredients matter, but so does hydration, sleep, and stress management. Trends come and go, but a strong foundation is what delivers lasting results.”
That balance between nature and innovation is what defines the Canadian-made line. Every formula blends plant-based ingredients with science-backed technology, all while remaining vegan, cruelty-free, gluten-free, sulphate-free, and paraben-free.
“We believe the best products are born where nature and science meet,” they say. “The result is a line of products that are both gentle and powerful—because we refuse to compromise on either.”
The brand’s commitment to purpose extends beyond formulation. In fact, the “heart” in Brand With A Heart is deeply personal.
“In 2014, I suffered a heart attack,” David shares. “During my recovery, my wife and I made a decision that would redefine our purpose. We didn’t just want to re-enter the industry; we wanted to build something meaningful.”
That experience inspired a business model rooted in giving back, with the Heart and Stroke Foundation of Canada serving as the brand’s primary beneficiary.
“We believe that what you put on your body matters just as much as what you stand for as a brand,” they say. “For us, those two things have always gone hand in hand.”
Meanwhile, one product has emerged as an unexpected hero. The cult-favourite OMG Smooth Leave-In Conditioner has inspired an entire franchise, including OMG Volume, OMG Curl, and the newest addition, OMG Hydrashine Bi-Phase Leave-In Conditioning Blend.
“It simply delivers,” the founders say. “Customers tell us it’s transformed their daily routine and become something they genuinely can’t live without.”
Perhaps most meaningful, though, are the stories they’ve heard from customers navigating hair thinning, scalp concerns, and confidence struggles.
“When a product helps someone feel more confident, more comfortable in their own skin, or simply better about their reflection in the mirror, that is the most powerful reminder of why we do what we do,” they say.
Looking ahead, the Allices believe the future of beauty lies in the intersection of wellness and self-care.
“People are increasingly aware that healthy hair begins with a healthy scalp,” they say. “We’re seeing a meaningful shift away from quick fixes and fleeting trends toward thoughtful, science-backed formulations designed for long-term results.”
In other words, the future of haircare isn’t just about achieving a good hair day. It’s about nurturing the foundation beneath it—and embracing the idea that beauty, wellness, and purpose can coexist beautifully. —Noa Nichol
Win! A Brand With A Heart Prize Pack!
One lucky Canadian winner will receive a Brand With A Heart Prize Pack:
- HydraShine Cleanser $26
- HydraShine Conditioner $26
- OMG HydraShine Bi-Phase Leave in Conditioner $26
- Shea Oil Treatment $34
To enter, follow @brandwithaheart and @vitadailymedia on Instagram and follow the entry rules on our corresponding post. Contest opens June 17, 2026 and closes June 24, 2026. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.
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