"The seed for Wise was planted in a barber's chair. Our barber colleague noticed that many of his clients, like himself, were seeking grooming products more in line with their lifestyle and beliefs. Wise caters to a new generation of conscious consumer; those who want thoughtful, carefully-sourced, and natural personal care products down to the last ingredient and packaging detail. Artificial fragrances and colors, MEA, DEA or TEA, parabens, phthalates, and sulfates will never be found in our products. Natural, healthy and cruelty-free ingredients will always be the core of our products. The only ingredient that hinders the vegan certification of our products is beeswax, an ingredient we particularly enjoy for its moisturizing and protective properties."