When I first started designing ROBE, I knew I didn’t want to create another range of hair products that simply cleaned the hair, left it smelling beautiful and made it look shiny until the next wash.

After more than 16 years working as a hairdresser, I had seen the same concerns come up again and again — hair loss and shedding, slow growth, fragility, changes in texture and hair that simply wasn’t behaving the way it used to.

I had experienced some of those changes myself, too.

I wanted to create products with active ingredients that could do more than provide a temporary cosmetic result.

I wanted every product to contribute to improving the health, strength and quality of the hair with consistent use over time.

That’s where ROBE began.

 

Jump to:

Parts 1 + 2 – Build Your Foundation

Part 3 – Treat Your Scalp + Lengths

Part 4 – Style + Treat

Customise Your Ritual

The Thickening, Lengthening and Youthful ranges came first, each created to address different hair characteristics and concerns.

But I knew something else was equally important.

If I wanted people to use these products consistently — and for long enough to experience their cumulative benefits — their hair also needed to look and feel its best from the very first use.

Long-term hair health shouldn’t mean compromising on how your hair feels today.

And importantly, I cared just as much about how we achieved those immediate cosmetic results.

I didn’t want to rely on ingredients that simply coated the hair to create the appearance of softness, smoothness and shine.

From the beginning, I was adamant that ROBE would be free from sulphates, silicones and phthalates.

Because for me, what isn’t in a formula can be just as important as what is.

Every ROBE formula therefore has two jobs: to make your hair look and feel beautiful now, while supporting healthier, stronger, more resilient hair with continued use.

And eventually, that philosophy became what we now call the ROBE Parts System.

Parts 1 + 2: Your Foundation

Parts 1 + 2 are your shampoo and conditioner.

They’re the foundation of your ritual because they have such a big influence on how your hair looks, feels and behaves every day.

One of the most important things to understand about choosing your Parts 1 + 2 is that you don’t need to get too caught up in the names on the bottles.

Each ROBE range has been formulated with multiple benefits.

So even if the name of a range doesn’t immediately sound aligned with your main hair goal, choosing your Parts 1 + 2 according to your natural texture and current condition is often the easiest place to start.

 

Thickening

A great starting point for hair that is:

• Fine
• Fragile or delicate
• Thinning or experiencing reduced density
• Easily weighed down
• Prone to becoming oily more quickly
• Accompanied by a sensitive scalp

The Thickening formulas are designed to support finer hair while helping it feel stronger, fuller and fresher without unnecessary weight.

Lengthening

A great starting point for hair that needs:

• Support for healthy growth
• Help maintaining longer lengths
• Greater strength and resilience from root to tip
• Body and volume when hair tends to fall flat as length increases
• Light frizz control
• Support for fragile-feeling strands

Lengthening is about more than simply “growing your hair.”

Maintaining length requires protecting the hair you already have and helping individual strands remain stronger and more resilient over time.

Youthful

A great starting point for hair that is:

• Thick or coarse
• Dry or becoming drier
• Wiry or changing in texture
• Difficult to detangle or smooth
• Heavy and lacking movement or body
• Coloured or needing additional antioxidant support

•  Experiencing shedding or thinning alongside menopausal or hormonal hair changes

Youthful is designed to encourage a softer, smoother and more manageable texture while still creating movement and body in thicker hair.

Its active ingredients also support healthy hair growth and density, making it particularly relevant when changes in texture are accompanied by increased shedding or thinning — something many women experience during perimenopause and menopause.

 

And this is important: these aren’t rigid categories.

Your hair can have more than one characteristic at once.

We’ll come back to that.

Why I Recommend Using ROBE Conditioner on Your Scalp

Traditionally, many of us were taught that conditioner belongs on the mid-lengths and ends and should be kept away from the scalp.

ROBE conditioners were formulated to be used differently.

I recommend working Part 2 through your scalp as well as your lengths, then gently massaging it in before rinsing.

That massage makes scalp care part of something you’re already doing, while also creating another period of contact between the scalp and the formula before it is rinsed away.

And that contact time is an important part of understanding the entire ROBE system.

 

Why I Realised ROBE Needed Part 3

Parts 1 + 2 contain active ingredients, but ultimately, they are still rinse-off products.

Think about how long your shampoo and conditioner are actually in contact with your hair and scalp during each wash.

It isn’t very long.

Those small periods of contact happen consistently, wash after wash, and form an important part of your ongoing ritual.

But when I was developing ROBE, I realised that if I wanted to give people more targeted support for their individual hair concerns, I also needed to create products that could remain on the scalp and hair between washes.

That’s where Part 3 comes in.

Part 3 gives targeted ingredients significantly more contact time with the area you’re trying to support.

And I like to think about Part 3 as having two different jobs: caring for the scalp and caring for the lengths.

 

Part 3 for Your Scalp: The Tonic

Healthy hair begins with the environment it grows from.

The Tonic is ROBE’s leave-on scalp treatment, designed to make ongoing scalp care part of your regular ritual rather than something you only think about when there is a problem.

Applying and massaging The Tonic into the scalp helps support circulation through the physical action of massage while delivering its active ingredients directly where they’re intended to be used.

With consistent use, The Tonic is designed to support concerns including shedding, hair density, healthy growth and the appearance of natural hair colour, while also helping support the scalp environment itself.

It can also be particularly useful as hair changes through periods of stress, hormonal change or ageing.

For that reason, I don’t necessarily see The Tonic as a product you wait to use until you’re experiencing significant hair loss.

I see it as ongoing scalp care.

 

Part 3 for Your Lengths: Choose According to Texture

Your scalp is only half of the equation.

Once a strand of hair has grown, it begins accumulating daily wear and tear — brushing, handling, environmental exposure, heat styling, colouring and chemical services.

So while The Tonic supports the scalp, I recommend having a Part 3 treatment for your lengths too.

Fine hair: The Elixir

For fine hair, I generally recommend The Elixir as the starting point.

It provides weightless treatment, softness, elasticity, frizz control and shine without unnecessarily compromising the body and movement fine hair needs.

 

Medium to coarse hair: Leave-In Treatment

 

For medium to coarse hair, the Leave-In Treatment provides additional conditioning, strength and protection through the hair shaft.

It’s particularly useful when hair needs extra support from daily handling, brushing, heat styling, colouring or chemical services.

Fine hair can absolutely use the Leave-In too — simply use less.

Very coarse, dry or high-needs hair: use both

If your hair needs more, you don’t have to choose between them.

The Elixir and Leave-In Treatment can be layered or mixed together to give very dry, coarse or compromised hair additional support.

This is one of the principles that runs throughout the ROBE system:

Texture helps you decide how much treatment your hair can comfortably carry. Your goals help you decide what treatment it needs.

Part 4: Styling That Still Treats Your Hair

When it came to styling, I didn’t want treatment to stop simply because styling had started.

Part 4 is where hybrid styling comes in.

The Sleek + Treat was created to style while simultaneously supporting the hair — helping smooth, protect, strengthen and nourish without the heavy build-up that can come from layering multiple styling products.

It can also be used through the scalp and roots as well as the lengths, giving you flexibility to create the finish your hair needs.

For me, styling and hair health shouldn’t have to exist in two separate categories.

If a product is going onto your hair regularly, I want it to earn its place there.

Where Does Clean + Finish Fit?

Clean + Finish is deliberately multifunctional, which means it can play several roles within your ritual.

It can help cleanse and refresh the scalp, balance the feeling of excess oil, add texture and body, and provide gentle conditioning and hydration without heaviness.

It can be used for convenience when you want to simplify your wash, or incorporated into a more customised ritual — including using your chosen Part 1 followed by Clean + Finish as your Part 2.

And this brings us to one of my favourite things about the Parts System.

You Don’t Have to Stay Within One Range

Your hair doesn’t always fit neatly into one category.

You might have fine roots but dry lengths.

You might have thick, coarse hair but still want more body.

You might be focused on length while simultaneously navigating hormonal texture changes.

And your hair might need something completely different in winter than it does in summer.

That’s why I created ROBE in Parts rather than rules.

If you’re new to ROBE, starting with a matching Part 1 + Part 2 according to your texture is the simplest way to begin.

But as you get to know your hair, you can customise.

You might combine Thickening with Youthful. Lengthening with Youthful. Or use Clean + Finish as Part 2 alongside another shampoo.

The combinations are intentionally flexible because your hair’s needs can evolve — and your ritual can evolve with them.

 

For more information on product combinations for specific hair types and concerns, read my article 'Combine & Conquer'

 

The Tools Are Part of the Ritual Too

Products are only one part of caring for your hair.

The Comb was designed to help distribute products evenly through the hair while lifting at the roots to encourage body and volume.

The Scalp Brush turns scalp massage into an easy, repeatable part of your routine. The physical massage helps stimulate circulation and blood flow while lifting the hair at the roots — supporting scalp care while also encouraging body and volume.

Neither needs to make your routine more complicated.

They simply make something you’re already doing work a little harder.

 

Fewer Products. More Possibilities.

I don’t ever see ROBE becoming a range with 20 different shampoos or a styling product for every possible scenario.

Keeping things simple has always been one of my priorities.

I don’t want you to feel like you need a bathroom shelf filled with products to have hair you love.

I wanted to create fewer products that could do more — where every product is a treatment in its own right, every Part has a purpose, and those Parts can be combined differently as your hair changes.

So if you’re wondering where to begin:

 

Part 1: Cleanse + choose for your texture

Part 2: Condition + choose for your texture

Part 3: Treat your scalp + lengths according to your goals

Part 4: Style + protect and treat

Start with Parts 1 + 2 as your foundation. Add Parts 3 + 4 according to what you want to support.

Then, as you get to know your hair, customise.

Because your hair isn’t static.

Your ritual shouldn’t have to be either.

Lauren x

 

Ready to build your ritual?

→ Explore the ROBE Parts System