At Fino, our passion is creating haircare products that make you feel beautiful, confident, and radiant. Our journey began over 20 years ago, when our founder Mary was struggling with dry, damaged hair. After trying countless products with no results, Mary decided to take matters into her own hands.
Driven by her background as a cosmetic chemist and her own hair woes, Mary spent months perfecting formulas in her home kitchen, testing and tweaking combinations of natural oils, plant extracts, vitamins, and more. Finally, she landed on a luxuriously creamy hair mask that left her locks silky smooth and deeply nourished. Once friends and family tried her creation, they were hooked and Mary knew she was onto something special.
In 2005, Fino was born. Our very first product—that original hair mask—became our hero bestseller. But we didn’t stop there. Over the years, Fino has grown from kitchen startup to globally loved haircare brand. We now offer a full range of products powered by our signature blend of nutrient-rich natural ingredients.
Our Product Philosophy
At Fino, we believe gorgeous, healthy hair should be safe, simple, and accessible for all.
- Safe – We formulate without sulfates, parabens, phthalates, mineral oil, silicone, and other harsh chemicals. Our products are cruelty-free, vegan, and made for all hair types.
- Simple – Haircare doesn’t need to be complicated. Our line includes just the essentials—shampoo, conditioner, mask, oil, and serum—so you can build a routine that truly works.
- Accessible – Quality ingredients should be available to everyone. We offer salon-worthy results without the salon price tag, so taking care of your hair is easy, no matter your budget.
Our Signature Ingredients
What makes Fino products so effective? It starts with our thoughtfully crafted formulas featuring key botanicals, oils, butters, and more. Here are some of our signature ingredients and why we love them:
- Argan Oil: Rich in vitamin E and essential fatty acids, this Moroccan beauty hero nourishes hair, repairs damage, tames frizz, and boosts shine.
- Marula Oil: An anti-aging powerhouse, marula oil protects hair from environmental stressors, smooths split ends, and pumps up hydration.
- Monoi Oil: Made by soaking Tahitian gardenia flowers in coconut oil, monoi softens, conditions, detangles, and protects against heat styling.
- Cupuaçu Butter: This Brazilian rainforest butter locks in moisture, repairs dryness and breakage, and melts into hair for serious softness.
- Açai Berry: Packed with antioxidants, açai extract revitalizes damaged hair, boosts strength and elasticity, and protects from UV rays.
- Murumuru Butter: Rich in lauric and myristic acid, murumuru nourishes hair, calms frizz, and smoothes the cuticle for flawless shine.
These are just a sampling of our hair-loving botanical ingredients. Browse our products page to learn more about each formula.
Our Haircare Range
At Fino, we make a full range of products to cleanse, condition, nourish, and style all hair types and textures.
Shampoos
Our sulfate-free shampoos gently cleanse without stripping hair. Choose from:
- Volumizing Shampoo: Biloba extract and panthenol thicken strands.
- Strengthening Shampoo: Keratin proteins reinforce weak, damaged hair.
- Moisturizing Shampoo: Shea butter and glycerin boost hydration.
- Clarifying Shampoo: Rosemary extract removes buildup and impurities.
Conditioners
Detangle, soften, and restore with our creamy conditioners. Options include:
- Smoothing Conditioner: Banana extract tames unwanted frizz.
- Replenishing Conditioner: Sunflower oil provides Vitamin E to distressed hair.
- Color Protect Conditioner: Green tea extract locks in vibrancy.
Hair Masks
Once a week, give hair an extra dose of nourishment with our lush masks. We offer:
- Repairing Hair Mask: Mango butter and biotin reconstruct damaged strands.
- Hydrating Hair Mask: Avocado oil and shea butter quench parched hair.
- Renewing Hair Mask: Coconut oil and monoi revive dry, lackluster hair.
Oils & Serums
Finish off your routine with our concentrated oils and serums.
- Shine Enhancing Oil: Argan and marula oils boost radiance.
- Thermal Protectant Serum: Shields from heat up to 450°F.
- Frizz Control Serum: Tames flyaways and frizz even in humidity.
Explore our full haircare range to find your perfect match. And stay tuned, because we’re always innovating and adding new products to the Fino family!
Our Hair Experts
Creating our products is a labor of love, backed by our team of haircare experts.
Our lead chemist Jane has over 20 years experience crafting luxurious hair formulas. She obsesses over each natural oil, butter, and extract we source, making sure every ingredient works in harmony.
Hair stylist Courtney brings insider knowledge directly from the salon chair. She tests our products on all hair types and textures, providing invaluable insight into real customer needs.
And our founders Mary and Alan still remain hands-on, working closely with our chemists to perfect every texture and scent.
We’re proud to have such a passionate, innovative team dedicated to giving you your best hair yet.
Our Hair Community
Beyond our in-house experts, we consider our customers part of the Fino family. We love engaging with our hair community across social media to hear your real reviews, suggestions, hair stories, and more.
Follow us on Instagram @fino for hair inspo, tips, and new product reveals. Tag us to share your amazing hair days (or not-so-great ones)—we’re always here to offer advice!
Join our Facebook Group for an even more personal experience. Ask questions, get recommendations, and connect over all things hair with fellow Fino fans as well as our team.
We also hope you’ll leave an honest review on our website or your retailer of choice. Your feedback is invaluable for improving our products and sharing them with fellow haircare seekers.
We can’t wait to see how our products transform your hair! But even more, we’re grateful to have you as part of our community. Our hair experts are passionate about nourishing hair; but our customers are what truly bring the Fino brand to life.
Our Haircare Philosophy
At Fino, we don’t just create products—we seek to make haircare a ritual of self-care and empowerment.
We believe your daily routines should bring out your inner confidence and light. Taking a few moments to care for your hair should be an act of self-love, not a chore.
Our mission is providing clean, effective hair products so you can put your best self forward every day. But even more, we want to inspire true hair confidence—where you feel beautiful, healthy, and happy from within.
When you look good, you feel good. Let Fino become a part of your daily self-care routine, so you can take on the world with hair that makes you glow.
We’re so grateful you’ve joined us on this journey to spread hair confidence. We can’t wait to see the communities, conversations, and hair magic yet to come!
