From One Product to a Whole Routine
For Britta Cox, “haircare” meant tons of time wasted washing her hair and waiting forever while it dried. Instead of helping her, Britta felt like her routine was holding her back. That all changed when Britta turned her focus to the ski industry. Britta took note of the high-performance fabrics found in ski wear that rapidly wick away moisture to keep skiers dry. Could that technology somehow be applied to haircare?
From that inspiration, Britta developed the first AQUIS hair towel. It was lightweight and easy to use, with a proprietary microfiber called Aquitex® that rapidly wicked away moisture. Britta had found her time-saving solution.
Years later, with her Rapid Dry Towels and Turbans selling over a million units each year, Britta’s tech-entrepreneur husband, Suveen Sahib, had his lightbulb moment: their approach to hair drying was to avoid using force and instead find innovative ways to work with hair - perhaps that mentality could be applied the whole haircare routine.
That approach has proven to be successful, with Britta and Suveen creating a complete line of products that rethink haircare. From that very first hair towel, there is now the AQUIS Prime Routine, a haircare system that focuses on hair when it’s at its weakest - when it’s wet - and works to make every hair strand as strong as it can possibly be.
After finding her own haircare solution, Britta now spends her days working to make haircare more effective, more accessible, and more fulfilling for women everywhere.