IN PROFILE
MEET THE MAKER Jaimee Vilela, COOKI HAIRCARE
The inspiration behind this low-tox range ? The founder’s own diagnosis of endometriosis.
Like many people navigating endometriosis – or the lifestyle changes that come with chemotherapy, menopause or IVF – my stage 4 endo diagnosis in 2021 forced me to overhaul my product choices. My beauty cabinet was hit hardest. The average woman uses 13 personal care products daily, exposing her to more than 110 individual ingredients (Environmental Working Group, 2023) – a cumulative load that has raised concerns about its role in chronic inflammation
bars, with one for every hair type, meeting the highest hormonal and medical safety standards, and now honoured with 9,000 5-star reviews. Plus, they’re surprisingly economical – one bar lasts up to three 200ml bottles of shampoo or conditioner. All Cooki products are vegan-friendly and free from silicone, phthalates, parabens, synthetic fragrances, phenoxyethanol, PEGs and gluten. We use high-performance, ultra-foaming coconut-derived surfactants, which guarantee a professional result
and hormonal disruption. The Cooki difference When hunting for low-tox product alternatives, I discovered a gap in haircare: products were either natural, but low-lather formulas that left my hair greasy, or they performed well but contained silicones or phthalates – the very
with no ‘transition period’ and no waxy residue. We
also have unscented and low-scent options, which are life-changers for people with chemical sensitivities or treatment-induced nausea. I don’t think that living a
low-tox lifestyle should have to be a chore or a compromise. Cooki’s brand motto is “Good, clean fun!” because our products are good for you and the planet, made from clean ingredients, and are fun to use. It turns out that with some swaps, you really can have it all. Customer compliments “This is the only product that cured my son’s psoriasis. By wash three, his red raw scalp had disappeared.” Sharon T. “Your Cinnamon and Ginger shampoo bars are the ONLY product which has stopped my hair loss.” Raelene G. “My hair looks so good, I had a compliment after my first use.” Jennifer S.
endocrine disruptors I wanted to avoid. This set the scene for me co-founding a haircare brand that was not only toxin-free but offered a salon-quality experience. Cooki is now an award-winning range of ‘ultra-foaming’ shampoo and conditioner
cookihaircare.com
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ISSUE 78 • 2026
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