Oh My!

Oh My! Cosmetics is a Brazilian hair-care brand with an unusual way of organising a catalogue: instead of naming lines after an active or a technology, it names them after what the customer actually wants. “Vem de glicólico!”, “Cresce forte, cabelão!”, “Dias de queda, dias de glória!” — each one is a phrase first and a routine second.

The brand's own words for what it believes: “For Oh My!, hair is personality, it is identity, it is self-love. That is why there is an incredible line for every wish of yours.” Its stated promise is beauty on your own terms — “beleza do seu jeito”.

Every line is built as a full routine, usually shampoo, conditioner, mask and a leave-in finisher, so the products are meant to be used together. The formulas are vegan, the brand does not test on animals, and its quality policy commits to continuous improvement in quality, safety and environmental practice.