PERSEVE is a women-founded and minority-owned haircare brand by professional hairstylist, Hyeri Sung, and her daughter, Olivia. CEO and founder, Hyeri, has been a professional hairstylist in New York City for 25+ years.

 

Suffering from intense hair loss due to the effects of covid — Our co-founder, Olivia, tried every haircare brand from high-end to drugstore to personalized products to help treat her sensitive scalp and hair loss, but not much worked except a $30 shampoo. Trying to find an affordable alternative to the shampoo was almost impossible as most drugstore haircare lacked the luxurious, non-toxic formulas of prestige products.

 

So the mother-daughter duo sought out expert chemists in South Korea to formulate affordable, quality alternatives to the premium ingredients, features and aesthetics of a prestige haircare brand at the masstige price point.