OGX Beauty is a global personal care brand specializing in salon-inspired hair and body care products. Founded in 1987 in Clearwater, Florida, by a former hairdresser, the brand is known for its “exotic” ingredients, unique product designs, and high-performance formulas. Since 2016, OGX has been part of the Kenvue family (formerly Johnson & Johnson’s consumer health division) following a $3.3 billion acquisition.

Brand Philosophy and Product Innovation

OGX markets its products as accessible, salon-quality solutions designed to support hair health and resilience.

Formula Standards:
Shampoos and conditioners are formulated without sulfated surfactants, parabens, phthalates, microplastics, or dyes.

Key Ingredients:
The brand emphasizes recognizable, science-backed ingredients, including Argan Oil of Morocco, Coconut Milk, Biotin & Collagen, Brazilian Keratin, and Hyaluronic Acid.

Proprietary Technology:
Recent innovations include Lipi Pro Shield™ Technology, which aims to deliver twice the lipid and protein protection compared to non-conditioning shampoos to help prevent and repair damage.

Scent Profiles:
Products are designed with a focus on long-lasting fragrance, utilizing a three-tier scent structure (top, middle, and base notes).

Core Product Offerings

While best known for hair care, OGX has expanded into broader personal care categories:

Hair Care:
A vast range of shampoos, conditioners, and specialized treatments for various needs, such as volumizing (Thick & Full+), damage repair (Damage Remedy+), and color protection (Impecca-Blonde).

Body Care:
Products like body washes, lotions, and scrubs containing ingredients like pink sea salt, rosewater, and sea kelp.

Styling & Treatments:
Includes hair oils (e.g., Argan Oil Extra Penetrating Oil), thermal sprays, and hair masks.

Corporate History and Ownership

Founding:
Originally founded as Vogue International by Todd Christopher in 1987, the brand launched a line called Proganix, which was rebranded to Organix in 2006.

Rebrand to OGX:
In 2013, the brand changed its name from Organix to OGX following litigation regarding California’s organic labeling standards, which required products labeled as organic to contain at least 70% organic ingredients—a threshold Organix did not meet.

Acquisition:
In July 2016, Johnson & Johnson acquired the brand from founder Todd Christopher and the Carlyle Group (which held a 49% stake).

Current Global Presence:
OGX products are distributed in the U.S. and over 38 other countries. In 2025, the brand introduced actress Shay Mitchell as its first-ever global brand ambassador.