The History of WEN® Hair Care and the Process of Perfection
WEN® Hair Care was founded on the belief that beautiful hair can and should be achieved without sacrificing your hair's health. No harsh sulfates that lather—just fuller, stronger, healthier-looking hair. WEN® brings a completely different approach to the way you cleanse your hair.

Chaz Dean, creator of WEN Hair Care®
Chaz Dean, world-renowned hair expert and Creator of WEN®, got his start in developing hair care products at a popular Beverly Hills salon, where he worked as an assistant to the manager. With no prior experience in product development, Chaz was asked to help create a deep conditioner for the salon's own product line.

While some would think he was in over his head, Chaz embraced the challenge and about nine months later, launched a product for his first time. He gained the trust and confidence of the company, and just three months later, he was asked to develop a natural product line. All this ... at the age of just 21.

After more than a year of careful testing using both sides of Chaz's own head (Sample A on one side of hair, and Sample B on another), the product line was finally launched. It featured a primrose shampoo, rosemary conditioner and sage conditioner.

Discovering the Harsh Effects of Lather

After Chaz helped launch this new hair care line, he realized how harsh shampoo can be no matter what shampoo it is—even the one he created. He recognized that the harsh sulfates found in shampoo can lead to stripping hair of color, shine, strength and moisture.

This realization dawned on him in the early 90s ... long before others in the hair care industry were even aware of the harsh effects of Sodium Lauryl Sulfate lather.

Chaz knew there had to be a better way of cleansing hair ... without lather.

WEN Hair Care® model

WEN® Hair Care: Extraordinary Results

In search for an alternative to shampoo containing harsh sulfates, Chaz went into his garden and picked sage, rosemary, lavender, eucalyptus, apples, bananas and pears. He boiled the potpourri in water, took it to his shower and cleansed his hair with it. That's when he had a light bulb moment. He knew he was onto something: his hair felt clean and hydrated—not stripped or damaged.

With those ingredients in mind, he partnered with a lab to create a product that didn't lather—not revealing to them that what he really wanted was a cleansing conditioner, in order to protect his breakthrough idea.

Quality-Tested to Perfection

One of the intriguing aspects of how WEN® was developed is its early stages of testing, long before it was launched to the public. Chaz embarked on a painstaking process of perfection, testing the product on his own hair just as he did years ago when he helped create products for another company. He would cleanse one section of his hair with Formula A, and the other section with Formula B, constantly assessing and fine-tuning the formulas.

This meticulous process of development went on for nearly five years until Chaz was 100% satisfied with the results, and ready to test the product on other people's hair prior to launch.

Since the salon Chaz worked at was comprised of people with a broad ethnic background, he began testing his product on his colleagues and clients. Having a personal connection with each individual in his test group gave Chaz an advantage, as he was able to get feedback directly from each user. He was also familiar with their hair type and their primary concerns with it.

The WEN® Difference

In a crowded and competitive market, WEN® remains a success because of Chaz Dean's genuine passion for hair care. Through his tireless dedication to creating products that he could stand by 100%—products he could trust and use on his own hair, his family's and his clients'—in 16 years, WEN® has sold 40 million bottles and is loved by hundreds of thousands of customers.

With WEN®, you can feel confident about using a product loved worldwide.