Our Story


My name is Luis Moreno and in 2012, I developed and released my first product, the Superior Hold (now called the Original Hold). 

The goal was simple:  create a hair product that worked, with the highest quality ingredients under a brand name that would dictate every aspect of how I would run my business, Bona Fide. 

Since the beginning, I’ve take this approach very seriously.  From us, you will never see outlandish claims like “my pomades are the best in the world” or “we are revolutionizing the hair industry” because what works best for some might not for others and ANYONE who tells you they’re revolutionizing anything in the hair industry is trying to sell you something you don’t need. We reject smoke and mirrors.

Through and through, Bona Fide is transparent, honest, and everything we do is in “good faith” which is what the latin phrase bona fide means.  We wouldn’t have it any other way. 

From Bona Fide, you can expect American Made hair products of the highest quality, consistency and all while maintaining access and affordability. We want anyone and everyone, who is in the pursuit of great hair and feeling good about themselves, to have access to what we create!

That being said, I also see my products as tools for creative expression.  I want people to play with their hair, to have fun with their hair, and to achieve whatever look and style they desire.  I want them to take on the day knowing their hair is on point because they used Bona Fide. 

Nothing beats that little boost of confidence you get when someone compliments your hair and for me that’s what it’s all about.

Luis M.
Bona Fide Pomade, Inc.