From left: entrepreneurs and sisters Lauren Vesler and Manda Mason.Goddess
Rather than treating shampoo as a reset button that strips and conditioner as a quick fix that coats, Goddess Maintenance reframes the wash as active treatment. At the core is the brand’s proprietary BioProtection System, engineered to protect, strengthen, and preserve hair integrity while cleansing and conditioning—without heaviness, silicone buildup, or residue.
Powered by dual-action macro- and micropeptides, the system is built to work where hair is most vulnerable—during washing, when strands swell and friction peaks. Together, the formulas are designed to:
- Preserve essential lipids for stronger, nourished strands
- Reinforce elasticity to reduce breakage
- Reduce wash-step friction to protect compromised hair
- Lift fine hair without flattening and smooth coarse hair without weight
- Enhance color longevity and support scalp health
- Replace the need for multiple corrective products
The BioTech Blowout Conditioner delivers targeted conditioning through precise pH control and intelligent peptide delivery, smoothing and detangling without overcoating. Goddess Maintenance
The BioTech Blowout Conditioner delivers targeted conditioning through precise pH control and intelligent peptide delivery, smoothing and detangling without overcoating. Fine hair stays full, coarse hair stays controlled, and color-treated hair is strengthened and sealed.
For salons, Goddess Maintenance is aligning backbar and retail performance. The duo is launching in 200 ml consumer sizes at a $18 salon price, alongside a 750 ml pro size at $50, allowing stylists to use the same technology clients take home.
Q&A: Cleansing Is the Treatment: How Goddess Maintenance Is Re-Architecting Hair Care From the Wash Up
The BioTech Blowout Shampoo cleans with intention, not aggression.Goddess Maintenance
You’re positioning cleansing as a treatment step, not a reset. What market or consumer behavior gaps convinced you that shampoo and conditioner—not serums or masks—were the most strategic place to apply biotech innovation?
Vesler and Mason: Yes there are market and consumer gaps, but we went beyond the traditional analysis and arrived at it through science. From a formulation and performance standpoint, we recognized that the hair care system itself is antiquated, particularly the way cleansing is treated as a neutral or purely preparatory step.
Hair is most vulnerable when it’s wet and being cleansed. That’s when the cuticle is swollen, the internal structure is exposed, and damage is most likely to occur. Yet historically, biotech innovation has been applied after the fact like through masks, serums, or corrective treatments.
Our decision to apply biotech at the shampoo and conditioner stage was intentional. By introducing protection at the very first step, we reframe cleansing as an active treatment and establish a system designed to protect hair proactively, not reactively. That philosophy is the foundation of bioprotection and that is why the system starts at the wash.
The BioProtection System replaces the need for multiple corrective products. From a portfolio and revenue standpoint, how do you balance simplification with a category that has historically thrived on layering and add-ons?
Vesler and Mason: We view the BioProtection System as a rearchitecture of the category. Historically, layering became necessary because products were compensating for weaknesses elsewhere in the routine.
Our approach is to simplify where performance has been overcomplicated, particularly at the foundational stages, so that hair is better protected from the start. When the base system works as it should, future products become purposeful additions rather than fixes. That's a space for innovation to be additive and intentional.
As the platform evolves, additional products and professional treatments will build on this foundation, introducing new technology where it meaningfully enhances performance. This allows the category to evolve in a way that’s smarter, more effective, and ultimately more valuable for both professionals and clients.
Dual-action macro- and micropeptides allow one system to work across hair types. How important was universality to the business case, and what does that signal about where haircare formulation is heading?
Vesler and Mason: Universality is a formulation outcome. From both a formulation and business standpoint, we believe the future of hair care lies in technologies that can adapt to the hair, rather than forcing consumers into rigid categories. It was about building a system that performs intelligently and reflects where professional hair care is heading.
The dual-action macro- and micropeptides allow the system to respond to different levels of damage, density, and texture without overloading the hair. That flexibility is essential for professionals, who work across diverse hair types every day, and it creates a much stronger foundation for long-term brand growth.
More broadly, it signals a shift where professional hair care is heading: formulations that are intelligent and adaptive to support a space for meaningful performance-driven systems.
You’re launching simultaneously into DTC and professional channels with matching backbar and retail formats. How does this dual-size, same-tech approach change stylist education, retail conversion, and long-term brand equity?
Vesler and Mason: From the outset, Goddess has been built as a professional-first brand. Aligning backbar and retail with the same underlying technology allows stylists to experience performance in service, understand it, and educate their clients with confidence without translating the at-home experience for their clients.
This approach reinforces the stylist as the expert and education becomes more intuitive because professionals are working within a single, cohesive system that performs consistently in the salon and at home. That consistency supports better outcomes for clients and more effective, efficient services for stylists.
From a business standpoint, this continuity strengthens retail conversion while keeping the halo firmly on the hairdresser. Because clients can replicate salon results at home, the professional is trustworthy and drives loyalty back to the professional’s chair. Our long-term brand equity is built on this integrity and performance.
As a platform, this model creates room to grow. With a strong professional foundation in place, future innovations, across both professional and consumer products, will be introduced intentionally, and we will always keep performance, efficiency, and our stylist-led relationship at the center of the brand. Stay tuned - we have more industry disrupting products coming down the pipeline in 2026 and 2027!
This is your first shampoo and conditioner launch—and it’s biotech-forward. How does this release set the foundation for Goddess Maintenance’s broader roadmap, and what does it suggest about how you see the future of “maintenance” in beauty?
Vesler and Mason: We see maintenance as a system, not a collection of fixes. By rebuilding the foundation first, we create space for future innovation to be purposeful, additive, and performance-driven, which is where we believe beauty is headed. We are re-architecting hair care.
