Our take
Why We Trust This Brand
Rahua is still founder-owned by Anna Ayers and Fabian Lliguin, with no outside funding on record and no acquisition, so the independence is solid. The formulas are silicone-free, SLS/SLES-free, and scented with real botanicals. We score the ingredients an 8 because the Classic Shampoo's main surfactant is sodium C14-16 olefin sulfonate (a harsher anionic cleanser some strict clean standards flag) and there is no third-party (Leaping Bunny/EWG) certification.
What's inside
Ingredients & Safety
Plant-powered formulas built on ungurahua (rahua) oil and quinoa, silicone-free and free of SLS/SLES sulfates, scented with Palo Santo and botanical oils. Note the Classic Shampoo uses sodium C14-16 olefin sulfonate as its primary surfactant, so it is "sulfate-free" but not the mildest possible cleanser.
Ingredient list reviewed
- Water (Aqua)
- Sodium C14-16 Olefin Sulfonate also listed as AOS, Sodium C14-C16 Olefin Sulfonate Watch
- Cocamidopropyl Betaine also listed as CAPB
- Sodium Chloride also listed as Salt
- Glycerin also listed as Glycerine, Vegetable Glycerin
- Sugar Cane Extract
- Ungurahua Fruit Oil
- Palo Santo Wood Oil
- Hydrolyzed Quinoa
- Panthenol also listed as Provitamin B5, Vitamin B5
Formula scope: the disclosed ingredient list captured for this review. Formulas can differ by product, scent, country, and date; compare the current package with this list before deciding.
Want another top-tier option? ATTITUDE in Shampoo & Hair Care currently meets our top criteria. Review its formula scope and cited records before deciding.
Who owns it
Ownership & Independence
Rahua's operating company, Amazon Beauty, Inc., is privately held and founder-owned by Anna Ayers and Fabian Lliguin. Funding databases show no VC/PE rounds raised and no acquisition; the company is bootstrapped.
- Founded
- 2008
- Headquarters
- New York, NY
- Control
- Founder-owned by Anna Ayers & Fabian Lliguin (Amazon Beauty, Inc.); no outside funding, not acquired.
Where to buy
Key Products
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Check the exact formula, size, seller, and availability on Amazon. Search links show results that may include other brands. Links open in a new tab.
- Classic Shampoo Search on Amazon →
- Classic Conditioner Search on Amazon →
- Voluminous Shampoo Search on Amazon →
- Legendary Amazon Oil Search on Amazon →