Introducing AROVE, a promising new haircare brand by celebrity hairstylist and groomer Michael
Dueñas, offering the world’s first encapsulated, water-free, concentrated products for hair and scalp care —including the self-emulsifying AERIOUS Shampoo and Conditioner and the ILLUMINOUS Ultra-Hydrating Hair Oil (coming soon) —that transforms hair by providing everything it needs: strength, moisture, and shine, all in a vegan, clean, encapsulated formula without unnecessary additives.
AROVE’s products are color safe, made for all hair types, and fueled for performance for consumers who want a more powerful, more effective, cutting edge formula. By eliminating water and excess bulk, AROVE’s products are delivered in a 2.3oz container, that are travel-friendly and less than half the size of
traditional liquid hair care bottles, yet delivers 60 to 80 uses with more powerful results. With its concentrated formulas and the elimination of water from its products AROVE reduces plastic waste by approximately 88.5% per year compared to buying non-recycled products and larger bottles.
“As a celebrity hairdresser, my clients and I travel a lot and most products on the market contain water that restrict the ability to bring them. I wanted to create something better, something that had better efficacy, reduced plastic and carbon emissions, a better formula than what was currently offered that can go anywhere, and most importantly, clean and highly-effective. I didn’t just want it to be a travel product, I wanted it to be the best scalp and hair care you could have”. Michael Dueñas, AROVE Co-Founder
Powerful, Naturally Derived, Encapsulated, Ingredients Designed to Care From the Inside Out
The brand’s premier products, which includes a water-free, concentrated shampoo and conditioner, are powered by LumiLok™, the key technology that delivers beneficial encapsulated ingredients through microscopic capsules that activate on contact to deliver moisture, shine, and frizz control, while also nourishing and balancing the scalp. As well as the ILLUMINOUS Ultra-Hydrating Oil, a concentrated, water-free conditioning hair oil enriched with AROVE’s natural silicone alternative. Without the dilution of water, you get pure, potent ingredients offering faster and better hair and scalp health.
These key ingredients help to reduce scalp inflammation, have antimicrobial properties, add sheen to hair,
protects hair, boosts collagen to strengthen hair follicles, and stimulates scalp circulation for hair growth. These include Hyaluronic Acid, Broccoli Seed Oil, Frankincense Oil, Pomegranate Seed Oil, Watermelon Seed Oil, Abyssinian Oil, Moringa Oil, Marula Oil, Evening Primrose Oil, Rosehip Oil, Vitamin E, Lavender Oil, and Carrot Seed Oil.
All AROVE products are free from sulfates, silicones, phthalates, fillers, gums, parabens, and filler ingredients.
AROVE’s range is made for all hair types, including two powdered products and one water-free oil:
● AERIOUS Moisture and Shine Boosting Shampoo ($32.99) – A water-activated concentrated powder shampoo that gently cleanses while adding hydration and shine. Featuring AROVE’s natural silicone alternative, hyaluronic acid and immense frizz control using LumiLok™, AROVE’s scientifically proven encapsulated technology delivers beneficial ingredients deep into the hair follicle.
● AERIOUS Moisture and Shine Boosting Conditioner ($32.99) – A water-activated concentrated powder
conditioner. Packed with naturally derived care ingredients with cutting edge hydration boosters, natural silicone alternative, hyaluronic acid and immense frizz control using LumiLok™. AROVE’s scientifically proven
encapsulated technology delivers beneficial ingredients deep into the hair follicle for extreme comb-ability and detangling.
● Coming Soon: ILLUMINOUS Ultra-Hydrating Oil ($30.99) – A water-free concentrated hair oil formulated to
deliver exceptional performance. Enriched with naturally derived care and conditioning ingredients, it provides deep hydration, superior frizz control, and remarkable comb-ability. This advanced formula uses Arove’s natural silicone alternative to achieve intense shine and long-lasting moisture for truly luminous, manageable hair. A revolutionary oil and leave-in conditioner all in one.
Pro Tip: All products are made to adjust to your personal needs: need a stronger shampoo to deeply cleanse? Use less water. Need a lighter weight conditioner? Adjust the amount of AERIOUS Conditioner you use to allow the spread of a thinner product, and vice versa for a thicker, more treatment-like experience.
Revolutionizing Sustainable Hair & Scalp Care:
● Encapsulated Powder – Powerful ingredients delivered through microscopic capsules that activate on contact to deliver moisture, shine and frizz control —targeting exactly where your hair needs them for visibly
transformative results.
● Scalp Care – Promotes healthy blood circulation to support optimal follicle function while offering antimicrobial properties and reducing redness and scalp sensitivity.
● Travel Friendly – AROVE’s 2.3-ounce travel-sized bottle equals the same amount as a 32-ounce liquid
shampoo and conditioner.
● Scent: A fresh, uplifting fragrance that’s delicately floral, slightly herbal, with a crisp clean finish
● Color-Safe: Made without harsh sulfates or stripping agents, this gentle, pH-balanced system protects
color-treated hair while cleansing, conditioning and improving vibrancy and shine.
● Up to 88.5% Less Plastic Waste – AROVE bottles weigh only 34 grams, compared to 297 grams for traditional
32-ounce bottles.
● Over 90% Reduction in Product Weight and Volume – Leads to an estimated 60% decrease in carbon emissions from transportation due to lighter shipments.
● Save Nearly 2 Gallons of Water Per Person Annually – Traditional products contain about 24 ounces of water per bottle; AROVE uses zero water in its formulas.
● 100% Recycled and Recyclable Packaging – The compact design means less packaging waste overall, further reducing environmental impact.
● Energy-Efficient Production – This supports a smaller carbon footprint from production to disposal.
AROVE will launch May 20, 2025 with the AERIOUS collection, which features a shampoo and conditioner priced at
$32.99 each and ILLUMINOUS Ultra-Hydrating Hair Oil will be coming soon for $30.99 on arovebeauty.com. Learn more
about AROVE at arovebeauty.com and follow the brand on socials at @arovebeauty.