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Brief Published: 16 Jun 2016

Beauty at the Frequency of Love

TO112 haircare line

Canadian beauty brand TO112’s products have been sound-charged with the frequency of love. The unique selling point taps into the pervasive wellbeing trend, as well as millennial and Gen Z consumers’ current fascination for all things mystical (see Make It Magic: New-Age Beauty).

Housed in glowing red bottles, the hair and bodycare line undergoes “an initial ceremony performed by a sacred sound master” before being continuously exposed to the healing sound vibrations of 528 Hertz – tagged “the frequency of love” by controversial US author and natural physician, Dr Len Horowitz. According to the brand, this practice “encourages DNA repair, improving health as it brings balance and love to the body with every cleanse”.

The brand name To One One Two references its hero product tamanu oil, while 112 are the first three numbers of the Fibonacci sequence, named after the 12th-century Italian mathematician Leonardo of Pisa.

Boasting eco-friendly, beautifully designed packaging, plus cruelty-free formulations without sodium lauryl sulphate, parabens and diethanolamine, TO112 also supports the work of US charity Water.org. Vibrations aside, defining itself as an honest, conscious lifestyle brand with a holistic approach to beauty, its manifesto also promises “to actively seek alternatives to improve wellness and reduce our impact [on the environment]”. This sense of morality and candour is a key takeaway from our report Transparent Beauty: Valuing Best Practice.

To learn how wellness has transformed into a commercial driver, see our Macro Trend The Business of Wellbeing – particularly Beauty 360, which explores “colourastrology”, lunar cycles and crystal healing.