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.
Certifications
We read every line on this label. Nothing here is on our watch or caution list — no synthetic fragrance, no flagged chemicals.
Full Ingredient List
- Water also listed as Aqua, Purified Water
- Decyl glucoside
- Coconut-derived cleansers
- Aloe
- Botanical extracts
Prefer a spotless pick? ATTITUDE in Shampoo & Hair Care is Clean Verified — every ingredient clean, with no recalls or lawsuits on record.
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.
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
- Go Easy Shampoo View on Amazon →
- Go Easy Conditioner View on Amazon →
- Brighten Up Vitamin C Serum View on Amazon →
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