PERSEVE is a brand I founded with my partner in crime AKA my mom. After a personal experience with hair loss, I was on a journey to rediscovering how to take care of my hair and I found that a lot of drugstore affordable haircare products really lacked quality ingredients. But also didn't have a luxurious experience like the shampoos and conditioners you would find at Sephora that retails for $30 and over. We wanted to create an even better quality alternative with better for you ingredients, but under $20. So my mom, a professional hairstylist of 27 years, and I worked together with leading chemists in South Korea to create all our formulas. We wanted to incorporate our East Asian roots by formulating everything in our home country with unique, powerful ingredients.