Mask Market: How Alexa Brittany Is Reinventing Haircare With JŪS (Win!)

When Alexa Brittany—better known as Lex—opened Oreya Studio in 2019, she set out to create more than a salon. With its buzzing energy, great music, and signature vibe, it quickly became Toronto’s go-to spot for hair and beauty. But Lex’s vision didn’t stop at the chair. A self-proclaimed hair mask enthusiast, she spotted a gap in the market for professional, premium products that carried the same nourishing benefits as a DIY treatment—without the hassle. The result? JŪS by Oreya, a natural haircare line already making waves as a must-have for anyone, anywhere. We sat down with Lex to talk about her journey, her brand, and what’s next in shaking up the haircare space. —Noa Nichol

Your products read like a smoothie menu—and we love it. What inspired you to infuse superfood ingredients into hair care, and how did JŪS BY OREYA come to life?

Back in 2018, I was obsessed with DIY beauty—mixing up my own face masks and hair masks with ingredients like honey, avocado, and coconut water. I loved knowing exactly what was going into my products, but the downside was that it got messy, expensive, and the mixes would expire quickly. Around that time, I was bleaching my hair often and needed serious nourishment, but I couldn’t find a hair mask on the market that felt both effective and natural—let alone one with real, superfood-inspired ingredients.

Most masks also came with strict “time rules”—15 minutes here, rinse there—and many were overloaded with protein, which can actually make hair brittle if you use too much. I wanted something simple: a deeply conditioning, clean formula that you could use on your own terms, without worrying about when to wash it out.

When I opened my salon, I realized my clients were struggling with the same thing. They were busy, they wanted healthier hair, but they didn’t have time for complicated routines. That’s when I saw two clear gaps in the market: the need for a mask with real, superfood-inspired ingredients, and the need for one that was no-mess, no-fuss, and free of time limits. Merging those two ideas, I created the very first JŪS Hair Mask. It made sense to start by putting it on the shelves of my own salon—and from there, it took off and grew into the brand we are today.

The Milky Hair Mist is quickly becoming a cult favourite—what makes it different from other leave-ins on the market, and why do you call it “hair SPF”?

What makes the Milky Hair Mist so unique is that it’s truly a do-it-all product. Instead of needing a separate heat protectant, detangler, and leave-in conditioner, this one lightweight mist covers all three. But the most impressive—and most challenging—part of creating it was getting the formula just right: something that’s deeply hydrating and nourishing thanks to its superfood ingredients, yet still weightless enough not to drag down finer strands. That balance is what makes it so special, because it means one product really can perform across all hair types, ages, and styles.

The formula itself is packed with purposeful ingredients: guava, rich in vitamin C to support shine and strength; apple cider, which smooths and balances; coconut water for hydration; and avocado oil to lock in moisture. Each ingredient was chosen to do more than style—it actively treats the hair.

And then there’s the “hair SPF” element. I wanted to highlight something that’s often missing in leave-ins: UV protection. We infused the formula with natural UV-protective extracts—like sugar maple leaf, guava, and vitamin E—that help defend against fading, dryness, and sun exposure. It’s not SPF in the way skincare is measured, but it gives that extra layer of protection from the elements, which for me as a long-time bleach blonde was essential.

That combination—multi-function benefits, a truly universal formula, and superfood-powered protection—is what makes the Milky Hair Mist unlike anything else on the market.

You’ve created a 3-step lineup that’s clean, multi-functional, and deeply nourishing—what was your philosophy when developing this minimalist, results-driven system?

From the very beginning, my philosophy has been about keeping things simple, effective, and elevated. I didn’t want people to feel like they needed a dozen different bottles cluttering their shelves—or breaking the bank—to get healthy hair. Instead, every JŪS product is designed to be multi-functional, so one formula can do the work of three.

I also thought a lot about how we treat our skin. Most of us know exactly what products we reach for—a cleanser, a mask, a moisturizer (our conditioner, which we are currently reformulating), and a primer—and I wanted to bring that same intuitive routine into hair care. That’s why our lineup is named and designed to mirror a skincare ritual: a Cleanser, a Mask, a Moisturizer, and a Primer. It makes the routine feel natural, familiar, and easy to follow.

At the same time, I wanted the formulas themselves to feel luxurious but also clean and results-driven. Just like people are paying closer attention to the ingredients they put on their skin, I wanted to give them that same level of trust and performance for their hair. Each product is thoughtfully created to be rich in nourishing, recognizable ingredients that deliver visible results—without the unnecessary extras.

We love the no-rinse Hair Refreshment Mask—equal parts styling gel and treatment. Can you share how this multitasker came to be and why it’s become a gym bag essential?

The Hair Refreshment Mask came from my frustration with traditional masks—you always had to time them, rinse them, and fit them into a routine. I wanted something you could leave in all day without worry, and if you’re going to wear it out, it needed to double as a styling product too.

The hardest part to perfect was the texture. It had to deeply condition while giving grip for a slick-back, but not feel heavy, clingy, or hard to wash out. After a lot of trial, we landed on a lightweight, whipped texture that hydrates, holds, and rinses beautifully. In our 2.0 version, we also added a beeswax-derived ingredient for extra hold. Even when your hair is slicked back, it stays soft to the touch—you really have to feel it for yourself!

That’s why it’s become a gym bag essential—you’re pulling your hair up anyway, so why not make it a treatment at the same time? For me personally, it was also about replacing gels, waxes, and hairsprays I never loved. Instead of buildup, flaking, or stiffness, the mask slicks, styles, and conditions all at once. It’s multitasking at its best.

Your products are light enough for fine hair and rich enough for thick textures. How did you ensure true universality across all hair types and needs?

Creating products that work across every hair type really came down to the ingredients. From the beginning, I knew I wanted formulas that were multi-purpose and universal—but the only way to achieve that is through balance. We spent a long time testing, sampling, and reworking, because it wasn’t just about which ingredients to include, but also how much of each one to use.

Some ingredients can feel too heavy on fine hair, while others don’t do enough for thicker textures. So it became a process of eliminating what didn’t serve all hair types and leaning into ingredients that deliver across the board. Coconut water and guava add lightweight hydration and shine, while avocado oil, shea butter, and broccoli seed oil give richness and slip without weighing the hair down. Proteins like silk and rice help strengthen and smooth, but always in just the right amount to avoid stiffness.

That balance—the right ingredients, in the right concentrations, with the right texture—was the key. It took time and a lot of trial and error, but that’s how we ensured the line feels equally effective whether your hair is fine, thick, curly, or anything in between.

Made in Canada, cruelty-free, and superfood-powered—how important is sustainability and clean beauty to the DNA of your brand?

Sustainability and clean beauty are at the heart of JŪS. From day one, it was important to me that our products were not only effective but also something people could feel good about using. All of our formulas are made here in Canada, and many of our ingredients are sourced locally—including some grown directly on our manufacturer’s organic farm, like sugar maple leaf extract.

Clean formulation was non-negotiable: no unnecessary fillers, silicones, or harsh additives—just purposeful, recognizable ingredients like coconut water, honey, guava, blueberries, strawberry juice, and broccoli seed oil. Each was chosen for a reason, whether it’s hydration, shine, or strength.

Transparency is also a huge part of our DNA. That’s why I chose clear packaging—even though it’s less common in natural beauty. With clean, superfood-powered formulas, you might see a little separation or oxidization, which is completely normal and a quick shake fixes it. I’d rather people see the real product inside than cover it up. For me, sustainability also means fewer, better, multi-purpose products that simplify routines and reduce waste.

From the textures to the scents to the packaging—JŪS is clearly designed with joy in mind. What do you want people to feel when they use your products?

With so many hair products on the market, I know people are often drawn in by the look of a brand first—the packaging, the colours, the overall vibe. That’s why I wanted JŪS to feel instantly eye-catching and aesthetic, with our playful pink design and tropical-inspired scents. But once someone takes a closer look, they realize the formulas themselves are just as impressive: clean, superfood-powered, and results-driven.

For me, it was always about creating products that look as good as they work—an aesthetic you love, with ingredients and results you can trust. And that makes people happy.

Looking ahead, what’s next for JŪS BY OREYA? Any new drops, innovations, or behind-the-scenes secrets you can tease for our readers?

I recently became a mom to my one-and-a-half-year-old daughter, and I also made the decision to close my hair salon so I could focus on one business and motherhood. I chose to put my energy into my true passion—hair care. Now, with more focus on JŪS (while of course still being very present as a mom), I have so many ideas for where I’d love to take the brand, though I know it will all unfold step by step.

One thing I can tease exclusively for your readers is that since becoming a mom, I’ve naturally become more tuned in to the baby-care space. While our products are already safe for all ages (two years and up), I completely understand how parents—especially moms—gravitate toward products designed specifically for babies. So maybe there’s a Baby JŪS in the future? 

Beyond that, there are some bigger projects in the works that I can’t share too much about just yet—but hopefully we’ll be ready to launch by next summer. And in the near term, we’ll also have some fun holiday surprises coming too!

Win! 1 of 2 Complete JŪS by Oreya Product Lines!

Congrats Laura A. of Moose Jaw, SK, and Bassima N. of Hamilton, ON, who will each receive the Complete JŪS by Oreya Product Line! 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.