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.
Our mission is to make premium haircare formulas accessible to everyone.
Our clean + cruelty free products are all under $20, but is equivalent in ingredients, standards and performance of a prestige product that retails for $30. Partnering with leading chemists in South Korea, we formulated our products to be high-performance while being free of the leading toxic ingredients found in haircare products.
Our scalp + strands need 𝘑𝘜𝘚𝘛 as much care as the rest of our body to keep them healthy and strong so don't settle for that drugstore sh*t. Treat your scalp with luxurious, rich mom vibes without breaking the bank.