The Owa Haircare founder Kailey Bradt isn’t the only one determined to make effective products free of sulfates, parabens, silicones, and fake fragrance—but she is the only one (as far as we can tell!) making futuristic shampoo that starts out as a powder and lathers up into a gentle, fluffy foam. The idea came about shortly after Kailey finished up a degree in chemical engineering and product development at the Rochester Institute of Technology. While working in the tech industry in L.A., she realized liquid shampoos were about 80% water, making them heavier and more impactful on the environment to package and ship. Once she started imagining a possible powder shampoo, she just couldn’t get it out of her head. “I knew I had to give it everything, or I had to forget about it,” she says. “And I couldn’t forget about it.” So, in 2017, she quit her job and started bootstrapping Owa, eventually moving to New York to make it happen—and yes, she packed her water-activated innovation in her carry-on.