In a saturated haircare market where it feels like everything has been done before, AROVE stands out—literally—from the bottle. I recently tested the brand’s AERIOUS Moisture and Shine Boosting Shampoo and Conditioner, and as someone who camps, travels for races, and is constantly packing light, these tiny, travel-friendly bottles felt like a win before I even opened them.
Founded by celebrity hairstylist and groomer Michael Dueñas, AROVE introduces the world’s first encapsulated, water-free, concentrated hair and scalp care products. The line debuts with two powder-based essentials—the shampoo and conditioner.
At just 2.3 ounces, the bottles are impressively lightweight. They market it for 60-85 washes per bottle. As for usage, I needed more than the suggested dime-size amount to get the lather I like, but once I found the right portion for my hair, it delivered a refreshing cleanse and left my strands smooth and soft. The scent is great.
What makes AROVE unique isn’t just its powdered format. The products are powered by LumiLok™ technology—microscopic encapsulated ingredients that activate on contact to deliver moisture, shine, frizz control, and scalp benefits. These include a powerhouse blend of hyaluronic acid, broccoli seed oil, frankincense, watermelon seed oil, and more—all free from sulfates, silicones, parabens, or filler ingredients.
Beyond haircare benefits, AROVE makes a strong sustainability statement. The brand eliminates water from its formulas, uses 100% recycled and recyclable packaging, and cuts plastic waste by nearly 88.5% annually compared to traditional bottles. Lighter packaging means fewer carbon emissions during shipping and no more worrying about TSA liquid limits.
Whether you’re traveling light or just want a modern, clean alternative to your usual routine, AROVE offers a smart, effective, and environmentally conscious solution.
The AERIOUS Shampoo and Conditioner retail for $32.99 each, with the ILLUMINOUS Ultra-Hydrating Hair Oil coming soon for $30.99.
Learn more at arovebeauty.com or follow @arovebeauty for updates.
