XPOH2O

XPOH2O was founded by Linda Hamilton, who serves as founder, owner and CEO. She started the brand after finding no product on the market that hydrated and defined her thick curly hair. The business aims to encourage, empower and educate curly-haired people to use water in their routines.

The brand's core idea is that water is what hydrates hair, and that oil on the hair shaft keeps water out. Its products are water-based and oil-free, and it describes them as expert tested.

The Maximum Hydration services take place at Wash N Glo Salon. Maximum Hydration & Curl Define begins with a consultation, which is set up as a personalized lesson in hydration technique. It then covers hair clarification, a deep hydrating conditioner, a water-locking gel for wash and go styling, and a trim as needed. Maximum Hydration alone is booked through a consultation form that asks about hair history, products and routine, and can be booked online from the website.

The brand suggests a routine of clarifying, shampooing, conditioning, steaming, rinsing with cold water, then applying a curl enhancer and letting hair dry fully. Cancellations made at least 24 hours ahead are free; late cancellations are charged 10% of the service price and no-shows 30%. Customers can reach the business by email or by phone on weekdays.

Built on the idea that water hydrates hair and oil works against it, with water-based, oil-free products and a education-first focus on teaching clients how to hydrate curls.