Maui Moisture is a specialized hair care brand founded in 2017 that focuses on vegan, tropical-inspired products. The company is distinguished by its unique formulation philosophy: while most hair care products use deionized water as their primary ingredient, Maui Moisture uses 100% pure aloe vera juice infused with coconut water as its foundational base.

Corporate Structure and Ownership

Current Parent Company:
Maui Moisture is part of Vogue International, which was acquired by Johnson & Johnson (J&J) in 2016 for $3.3 billion.

Kenvue Transition:
In 2023, J&J spun off its consumer health division, including Maui Moisture, into a new independent company called Kenvue Inc..

Recent Acquisition (2025):
In November 2025, Kimberly-Clark announced an agreement to acquire Kenvue in a deal valued at approximately $48.7 billion.

Market Positioning:
Prior to the Kimberly-Clark deal, Kenvue had explored selling several “underperforming” brands, including Maui Moisture, to focus on its core flagship products like Neutrogena and Aveeno.

Product Philosophy and Ingredients

The brand offers a range of shampoos, conditioners, hair masks, and styling treatments designed for various hair textures, including straight, wavy, curly, and coily.

Key Ingredients:
Formulas often include tropical botanicals such as coconut oil, shea butter, macadamia oil, bamboo fibers, and papaya butter.

“Clean” Formulations:
Products are marketed as being 100% vegan and free from silicones, parabens, sulfates, synthetic dyes, and mineral oils.

Primary Collections:

Curl Quench + Coconut Oil:
For thick, curly hair.

Heal + Hydrate + Shea Butter:
For dry or damaged hair.

Nourish & Moisture + Coconut Milk:
For lightweight hydration.

Thicken & Restore + Bamboo Fibers:
For weak or brittle hair.
Brand Mission and Impact

Sustainability and Purity:
The brand aims to redefine “clean beauty” by using sustainable processes and pure nourishing hydration.

Community Support:
In 2024, Maui Moisture pledged $250,000 to Direct Relief to support communities affected by the devastating wildfires in Lahaina, Maui.

Partnerships:
The brand partnered with PsychoHairapy to address the connection between hair health and mental health, specifically for Black women and girls in underserved communities.

Market Presence
Maui Moisture products are widely available in major drugstores across North America and Europe, including retailers like Walmart, Shoppers Drug Mart, and Zalando. The brand’s products typically retail for an accessible price point, approximately $8.99 to CAD $10.99.