Delivered within 1-4 working days  •  Natural. Sustainable. Made for every hair type.  •  Delivered within 1-4 working days  •  Natural. Sustainable. Made for every hair type.  •  

Nature knew. Science confirmed. You decide.

Your hair has
never been one-size.

Generic products treat everyone the same. Your hair is not everyone. Build the formula that actually works for you — no guessing, no compromising.

Shop NowBuild My Formula

Most haircare is a guess. This is not.

You are not
the average.

A base that respects. Boosters that target. A ritual that becomes yours and only yours. Mix it. Own it. Evolve with it.

Choose Your Boosters.Our Story

This is where transformation begins.

Listen to
your heart hair.

ARCHETYPE is an invitation to slow down. To listen. To transform your haircare into an act of self-knowledge.

Build My RitualShop Now

The most radical thing you can do for your hair? Actually listen to it.

Every woman has been told what her hair needs. By brands. By trends. By everyone except herself. ARCHETYPE was built to change that. We give you the science, the botanicals, and the tools. You bring the self-knowledge. Together, you build something no shelf product can replicate.

Stop following routines.

3 years of research. One formula. Yours.

Stop following routines.
Start living rituals.

Most brands give you a product and tell you to trust it. We give you a formula and teach you to own it. ARCHETYPE was built on one truth: your hair is not a problem to be fixed. It is an identity to be honored.

Founded by a Brazilian woman in Brussels. Three years of botanical research. Ancient alchemy, modern precision. A gentle base, targeted boosters, the freedom to adapt as you evolve. You are the alchemist.

Read Our Story

We provide the ingredients.

You be
the alchemist.

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Archetype — Foundation

The formula your hair has been waiting for.

Everything
starts here.

A gentle, effective formula that cleanses and nourishes all hair types. The perfect canvas for your personalized ritual.

Get the Foundation

Pick your power.

Boosters built
for your hair.

Moisture. Repair. Scalp health. Frizz control. Choose your targeted boosters and mix them into your base for a formula that is entirely yours.

Choose Your Boosters
Archetype — Boosters
Archetype overhead

Botanical science. Zero compromise.

One hair.
Endless possibilities.

60 percent of women are dissatisfied with their haircare. ARCHETYPE was built for the other 40. And for every woman ready to join them.

Vegan Cruelty-Free Made in Belgium No Sulfates
Archetype — Nectar
“ The best version of yourself begins when you listen. Not to the industry, but to you. ”

— Archetype®

Real hair. Real results.

Your hair,
your archetype.

Every formula was tested on real women with real hair stories. No filters — just science meeting nature.

Natural
Natural

Real hair.

No filter · No editing

Ritual
Ritual

Listen to your hair

The ritual begins here

Identity
Identity

Every hair is unique

Personalized formula

Archetype
Archetype

Your hair. Your formula.

Personalized · Conscious · Powerful"

Texture
Texture

Hair with story

Curly · Coily · Wavy

Connection
Connection

Listen. Feel. Care.

Trinity · Booster · Ritual

#myarchetype

Shop the Collection →

The Alchemy Ritual.

Five steps to
your transformation.

01

01. Pause

Before applying, take a moment. What does your hair need today? Moisture, repair, balance? Let your intention guide your formula.

02

02. Cleanse with Foundation

Our gentle base cleanses all hair types without stripping. The perfect canvas for your personalized ritual.

03

03. Customize with Boosters

Choose your targeted boosters. Mix them into your base. Hydration, repair, scalp health, frizz control. Your formula, your alchemy.

04

04. Apply with Intention

As you apply, breathe. Connect with the ritual. This is not just haircare. It is a moment of self-care and mindful presence.

05

05. Celebrate and Adapt

After your ritual, take a moment to appreciate how you feel. Not just your hair, but you. Your needs will change with seasons and life. Switch your boosters. Archetype evolves with you.

Build My Ritual

From the depths of nature to the depths of you.

Ingredients that
transform

◆

Surfalux

A cutting-edge technology combining gentle yet efficient surfactants for thorough cleansing without dryness. The backbone of Foundation Shampoo.

◆

Niacinamide & Urea

Moisturizing actives that penetrate the skin, regenerating cells and maintaining a healthy scalp microbiome. In Foundation.

◆

Xylitol

Repairs scalp and hair cuticles, enhancing shine, curl definition, and volume control. In Foundation & Wavemaker.

◆

Açaí & Pequi Oils

Antioxidant-rich Açaí restores vitality. Pequi, rich in vitamins A and E, softens, hydrates and strengthens. Trinity.

◆

Murumuru & Cupuaçu

Murumuru seals moisture and reduces frizz. Cupuaçu delivers intense hydration and elasticity. Trinity.

◆

Vegan Protein Trio

Hydrolyzed Corn, Wheat & Soy Proteins reinforce the hair fiber, improving resilience and reducing breakage. Titan.

◆

Hyaluronic Acid

A moisture magnet that hydrates and plumps the hair, supporting bounce and a fuller feel. Titan Booster.

◆

Marshmallow, Linseed & Chia

Wavemaker’s botanical trio. Creates a flexible film that defines waves and curls without stiffness.

◆

Jojoba, Pracaxi & Abyssinian

Jojoba mimics natural lipids; Pracaxi and Abyssinian deliver a sleek, satin finish with shine and frizz control. Nectar.

◆

Kukui & Avocado Oils

Sink in with richness, supporting elasticity and suppleness. Tocopherol (Vitamin E) seals and protects. Nectar.

◆

Radish Root Ferment

Microbiome-friendly prebiotic and ferment that keeps Titan gentle and scalp-comforting.

◆

Lavender & Rosemary Waters

Aromatic hydrosols in Titan that soothe the scalp while providing a fresh, comfortable cleanse.

Real results. Real women.

They stopped
settling.

★★★★★

“I spent years chasing products that promised everything and delivered nothing. Archetype was the first brand that asked me what I needed instead of telling me. My mornings are different now.”

— Mariana S., Sao Paulo

★★★★★

“This is the first haircare that actually got better over time because I got better at using it. It grows with you. That is rare.”

— Amelie D., Paris

★★★★★

“There is something deeply satisfying about creating your own formula. I feel proud every time I see my hair after the ritual. Archetype gave me that.”

— Sofia M., London

Read and Learn

The Hair Blog

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