Our take
Why We Trust This Brand
It is a certified B Corp and Leaping Bunny brand, so the clean and cruelty-free claims are checked by outside groups. The founders still run it and have kept control, even after taking a small amount of growth money and turning down a sale.
What's inside
Ingredients & Safety
The Go Easy shampoo and conditioner are sulfate-free and vegan, with plant oils and botanical extracts. The formulas aim to clean and soften without the heavy silicones or harsh foaming agents found in drugstore bottles.
No listed ingredient is currently on our watch or caution list. This finding applies only to the ingredient list shown below and may not cover every product, variant, market, or reformulation.
Ingredient list reviewed
- Water also listed as Aqua, Purified Water
- Decyl glucoside
- Coconut-derived cleansers
- Aloe
- Botanical extracts
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
Ursa Major was founded in 2010 by Oliver Sweatman and Emily Doyle and is based in Waterbury, Vermont. It raised a minority growth round led by Fenwick Brands in 2019 and a convertible note from existing shareholders in 2023. The founders kept control and have publicly said they declined to sell.
- Founded
- 2010
- Headquarters
- Waterbury, VT
- Control
- Founder-controlled. Co-founders Oliver Sweatman and Emily Doyle still lead the company; outside capital is minority only.
VC funding note. Minority growth equity only (Fenwick Brands, about $5M in 2019) plus a 2023 note from existing shareholders. Founders retained control and declined to sell.
Where to buy
Key Products
As an Amazon Associate, we earn from qualifying purchases. Commissions never influence scores.
Check the exact formula, size, seller, and availability on Amazon. Links open in a new tab.
- Go Easy Shampoo View product on Amazon →
- Go Easy Conditioner View product on Amazon →
- Brighten Up Vitamin C Serum View product on Amazon →