A Conversation with O’Wow Founder Georgiana Grudinsch

FS is thrilled to be partnering with O’Wow for our upcoming FS2021 annual fashion show. Featured in Vogue, the brand is revolutionising at-home hair treatments, allowing women to achieve sleek, shiny hair using healthy, non-toxic, and natural ingredients. We sat down with founder Georgiana Grudinsch to find out more about the brand, its ethos, and exciting plans for the future. Stay tuned for our giveaway in a few weeks where 20 lucky winners will get a chance to try the full O’Wow kit for free!

To start things off, how did O’Wow come to be? What was your journey growing the brand?

I launched O’wow one year ago with the mission of empowering women to take control over their beauty and wellbeing by bringing professional beauty to consumers' homes without the hassle of salons.

The idea for developing the product started around two years ago when I got addicted to the divinely shiny hair I achieved with regular keratin treatments. However, I was very frustrated at the amount of time and money I was spending on salon treatments and it led me to think there must be a better way.

While investigating alternative options, I discovered that those regular keratin treatments done at the salon were not only wasting my time and money but were also harmful to my health. I came to learn that most of the salons use keratin treatments that include a heavy amount of formaldehyde which has severe health consequences. These findings made me even more motivated in finding not only a more convenient and affordable option but also one that would not compromise women’s health.

I put in all my small savings towards creating O’wow’s first product: an at-home smoothing treatment kit. The treatment delivers the same results as traditional Brazilian Blowouts and keratin treatments commonly done at salons without exposure to unhealthy and harsh chemicals. Instead, O’wow’s treatment is cheaper, more time-efficient, and rich in natural ingredients.

What are the key beliefs and practices that underpin O’Wow? How do you honour a commitment to sustainable and ethical practices through your brand?

I firmly believe that looking great should be simple, healthy, and ethical.

These are the fundamental principles on which I created O’wow. I feel like nowadays, beauty and self-care has become very complicated and I like to keep it simple. Being ethical isn’t only a business decision, it's a personal one too and one that is very close to my heart as I believe that small actions can go a long way. Needless to say, O’wow is 100% vegan and cruelty-free.

Also, I knew from the very beginning that I wanted to partner up with an organisation to which we could donate a share from our sales. I had heard a lot of amazing things about the Little Princess Trust and was very inspired to learn about the amazing and important work they have done to study child cancer. They also donate wigs to kids who have lost their hair as a result of cancer treatments. Therefore, O’wow has donated EUR€1 for each kit sold to Little Princess Trust from the moment we launched.

How does the O’wow Kit work exactly?

My main motivation was to find not only a more convenient and affordable option for similar salon treatment but also a product that will be effective without compromising health. As a result, the formulation includes 35 natural ingredients, including coconuts, cashew nuts, grapes, tamarinds, and coffee beans. The rest of this formulation is a blend of gentle acids that open the hair strands and give the user a time window during which the strands can be shaped and natural ingredients can be absorbed. At the same time, it also treats the fibres of the hair with conditioning agents that provide softness and shine to the hair. The result is fantastic smooth hair with a natural appearance. Unlike formaldehyde, the acids in our treatment are not unhealthy and create no side-effects whatsoever.

The application process is very simple and requires only a few easy steps:

1. Spray the solution until hair is fully saturated

2. Let it act for 40-60 minutes

3. Rinse off the solution with only water and blow-dry your hair

4. Once hair is fully dry, take very tiny sections and seal in the treatment with a straightening iron

What plans do you have in store for the future?

I want O’wow to be the leading home salon beauty brand. I have a long list of potential product ideas that I want to lunch under O’wow - some of them are already in the development process. There will definitely be more products with the same idea of making beauty routines easier, faster, and avoiding the hassle of salons.

What can O’wow offer to the St Andrews community, and particularly to 20 lucky winners?

The idea of the smoothing treatment is to make daily hair care routines easier and faster. I know how precious time is and I also know how much time can go into styling the hair if struggling with frizz. After using O’wow the hair is perfectly frizz-free and super shiny so it only requires a fast blow dry after each wash to re-activate the treatment's effect. A great thing about the treatment is that it also cuts blow-dry time in half. So, I can personally guarantee an extra half an hour of sleep in the morning and 0% frizzstration.

Keep an eye out for our review of O’wow’s hair treatment kit to find out more about the product and its effect. FS will be running an exclusive raffle in partnership with O’wow, allowing 20 lucky followers the opportunity to win a kit of their own.