Our Story

Bonafide started in 2012, right after I graduated from college.

Growing up, I was convinced I was going to end up bald. My dad was bald. My uncles were bald. The writing seemed to be on the wall. So while I still had hair, I figured I might as well have some fun with it.

Like a lot of people, hair became a hobby. I spent way too much time trying different products, different styles, and different ways to comb it. Somewhere along the way, I got my nose wet working around the hair industry and learned how things were done behind the scenes.

The more I learned, the more I realized there was room for something different.

At the time, a lot of brands seemed to come with baggage. They wanted you to fit into a certain lifestyle, a certain look, a certain crowd. The product was often secondary to the image.

Bonafide was built on a much simpler idea.

Make good products. Make them accessible. Keep things fun.

No dress code. No membership card. No rules about who you are or how you wear your hair.

Hair products are a lot like ice cream flavors. There are a million options, and most of it comes down to personal taste. What works for one person might not work for another, and that's perfectly okay.

Over the years, Bonafide has become known for being a little colorful, a little quirky, and never taking itself too seriously. If you've been with us for a while, you've probably noticed that. New scents. Limited editions. Weird ideas that somehow make it into production. We enjoy the process.

Because at the end of the day, combing your hair should be fun.

When you're with us, you wear the crown.

Take the scenic route.

Slow down & style with Bonafide.

–Luis