Our Story

Our Story: Coming Clean


The three of us don’t shower together, but we agree that showering should be one of the best parts of the day. It’s a chance to bring a spa into your home -- warm, fragrant, soothing. It’s the best place to let your mind wander, think creatively, sing without care, and decompress.


Imaginations run wild in the shower. But the shower has not been reimagined in decades. 


We have the same-old shampoos, goopy lids, breakable pumps, plastic bottles, cluttered shelves, and the craziest of all, shipping heavy bottles of mostly water. Why are we diluting the good stuff? We knew if we were willing to dive in and get our hands dirty, we could address these problems. We had the experience and background to create something new.


And Small Wonder was born.


The first salon formulated powder concentrate.



(Actually, it wasn't that easy!) It took years of research and development, prototyping, and testing with industry experts, formulators, powder experts, and more! Before making a splash, we had to develop a salon-formulated powder product from scratch and engineer a bottle that would enable the powder to dispense while not letting water or humidity in. Well, we did it.

All you need, nothing you don't. Just add water. And activate.


We looked at everything, trust us. If there is a product form that reduces waste, odds are, we tried it. Ultimately, after seemingly endless tries, here is where we landed: a beautiful powder that works just as well if not better than traditional shampoo, is easy and fun to use, and comes along with none of the historic waste. It’s a tiny solution to a huge problem, and frankly that’s pretty big.


And we’re just getting started. This is the beginning of our journey, not the end. We are already working on ways to add new products and improve our existing products in order to add magic to your bath and shower experience. Join us on this journey and send your feedback? Reach out to us and tell us what you think. Thank you for visiting our site.



  • Marie Claire

    "After reviewing thousands of applicants...we found the best formulas in the beauty world, every product has been thoroughly tested and deemed undeniably transformative."

  • CNN

    "It feels and smells just as good as anything you'd get at the salon, with the added benefits of a less diluted formula and lower carbon impact than traditional shower products."

  • Behind the Chair

    Powder-to-lather shampoos are made without water and damaging fillers that dilute the effective ingredients designed to cleanse the hair. Add water at the time of washing to assure maximum efficacy.

  • The Tease

    "Powered by the brand’s trademark SHINE37 complex, this luxurious shampoo gently cleanses, nourishes, and restores moisture in the hair resulting in unreal softness, smoothness, and shine."

  • Beauty Independent

    “There’s no dilution, just the best ingredients, nothing else. No more single-use bottles, no more goop, no more shipping heavy water...no compromise on being professional-grade and luxe.”

  • CNN Underscored

    Editor-Approved Sustainable Swaps! We asked our editors to round up their favorite products that are *actually* eco-friendly in one way or another in time for #EarthWeek. 🌍

  • Northwestern Kellogg

    "...a softly scented powder that transforms like magic when mixed in your palm with water. A clever — and now patent-pending — reusable, twist-and-click dispenser keeps the powder dry..."

  • The Wellness Feed

    "...this powder shampoo felt nourishing and moisturizing without leaving any residue or a weird film. My scalp was clean. My hair felt like hair. And the powder was surprisingly easy to use."