Myth
Spend enough time in the haircare aisle (or in salon backrooms), and you’ll start to believe your hair is an unsolvable problem. There’s a solution for every strand, a serum for day and night, and a million little bottles promising transformations—if only you buy them all.
For decades, we bought into that narrative, living and working deep inside the world of big hair brands. The message was always the same: more products, more steps, more money, more “problems” to fix.
Truth
After decades as insiders—testing formulas, consulting for household brands, and watching trend after trend chase higher sales (and packed salon shelves)—we realized something huge: much of the haircare “problem” was manufactured by the people selling the solutions.
Real healthy hair only needs a few things: a clean, balanced scalp, and simple, expertly made formulas that support—not sabotage—your hair’s natural texture. The best hair for you is your natural hair, thriving on what it truly needs and nothing more.
Our Wake-Up Call
Here’s the inside scoop: brands came to us for feedback when they wanted to increase average order value for salons. They kept adding SKUs, flooding pros and shops with endless “solutions.” We tried most of it.
Honestly, it put us off the industry for a while.
The truth is: Self-care and haircare are non-negotiables, but we were tired of being sold “junk.”
Overcomplicated routines don’t create beautiful hair. Good ingredients in thoughtful formulas do.
The Absurdity of Overcomplication
Some of the biggest red flags in haircare right now? Night serum for hair (hair doesn’t know what time it is), “heat protection up to 450°” (if you’re using that level of heat, it’s time to stop—not just buy another product), 12 kinds of shampoo that all do the same thing (the real job: cleanse scalp, prep hair for conditioner, balance pH after functional ingredients deliver).
The SITCH Approach
So, why do we only offer 12 products? Because, as pros, we’ve learned that less really is more. If a formula is well made, it can be multi-functional.
Haircare isn’t about endless choice, it’s about the right choice. Your hair doesn’t need all that junk; it needs clean, effective essentials that do their job and nothing more.
Our Promise
We won’t play with your intelligence. We won’t make you believe you need shelf after shelf of products. At SITCH, we’re committed to giving you exactly what your hair needs for real, healthy results—none of the stuff you don’t.