About Us : Our Founding Story

About Us

Created in 2004, Max Green Alchemy is a Pure Plant Origin personal care brand based in San Francisco. Our mission is to create environmentally clean and affordable products using high-quality, effective and safe ingredients.

All 35+ products are made in-house, which is rare for a brand, and it means we have total control over the quality of production, ethical sourcing and more importantly the quality of ingredients.

Max Green Alchemy has always maintained a list of ingredients used widely in the industry that we have banned from our own formulations because we considers then to have potential health or safety issues (examples include parabens (preservative) and sulfates (surfactants). We call this list our 'cosmetic counter intelligence', and this is why our in-house production is critical because it ensures, without doubt, that these ingredients never, ever, make it into our products.

Our packaging is made of only the highest recyclable content, with concern to the environmental costs of shipping and the safety of the end-user. Our brand is proud to be Leaping Bunny approved and Certified Vegan.



Our Founding Story

Founders David and Wil's eureka moment came in 2004. The 'green' European personal care market, where they worked, was growing at an unprecedented rate due to consumer demand for ethical and clean personal care products. The American market had barely registered this important trend and the companies within it were often misleading and greenwashing to be more attractive to consumers. Some companies weren't even natural at all - their ingredients told a different story. Even worse, consumers were led to believe that there had to be a trade off - choosing an environmentally clean product meant it was not going to be that effective at all.

David and Wil knew that their knowledge and appreciation of natural ingredients, and their established experience with formulating, could produce highly effective, natural and sensual solutions that really worked for the hair, body and skin. This was the spark that became Max Green Alchemy.

Many recently-launched companies claim that they revolutionized the personal care market with their choice of ingredients. Almost two decades ago Max Green Alchemy actually did.