Berkeley Pair Launches All Natural Hair Care Line

Are you worried about all the chemicals in your hair products? 

Persephone is a new local company that crafts hair care products in small batches, only using the best and all natural ingredients such as honey, egg yolk, Argan oil, and – believe it or not – beer. 

Partners Aaron Cole and Jane Hartman conceptualized this company about two years ago when they saw an opportunity in the market for all natural hair care products. 

"A lot of synthetic products were marketed on the merits of what they didn't have, like paraben-free and sulfate-free, rather than what they did have," said Cole in an interview. 

Cole and Hartman were long-time friends who grew up in Berkeley and went to Berkeley High. 

As wild-haired punks, they experimented in their backyard and bathrooms using Elmer's glue to shape their mohawks, beer to shampoo their hair, and mayonnaise to repair damage. 

They have come a long way since their early experimental years, but what they took away from that experience was that natural ingredients worked best. 

Persephone just launched their main products in late June, which include Blue, a shampoo and conditioner combination that repairs and strengthens damaged hair, Rouge, a powerful cleansing conditioner, and many more. 

Persephone specializes in rejuvenating thin, damaged hair, but has products that cater to all hair types and needs, for both men and women.

"It's not easy to make the products we make," said Cole, but they are now prototyping their line of styling products as well. 

Persephone hair products are salon-exclusive and can be purchased at two locations: Shear Heaven Salon in Point Richmond and Lost Salon in Oakland. An 8-week supply bottle costs $14. 

Their year-end goal is to expand to 10 salons, including some in Berkeley.