Designed by Latinos, made in the USA

As seen in

Abuela's wisdom, backed by science

  • What Impossible Can Do

    We spent three years developing a proprietary vegan keratin formulation that delivers game-changing results that exceed regular keratin treatments. We call it Impossible Keratin™.

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  • Naturally Yours

    Naturally strengthening, hydrating, and restorative properties are at the core of what makes our formulas so effective. Abuela wouldn’t have it any other way.

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  • Getting to the Root of the Problem

    Frizz? Split ends? Dry or damaged hair? We understand your hair’s pain points better than anyone. And we’re here to help you solve them.

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  • Control

    Fed up with frizz, flyaways, and frayed ends? Tame unruly strands and stay in Control of your look with long-lasting styling that will have you ready to conquer the world as soon as you step out of the shower.

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  • Freedom

    Set your curls free! Designed for all types of wavy, coily, and curly hair, Freedom adds body to flat or thin hair and delivers bounce, definition, and visibly healthy curls. 

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  • Rescue

    Rescue dry, coarse, stressed, or chemically treated hair with natural ingredients that focus on the root cause of damage. It’s like a spa day for your hair, every day.

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Real chicas, real results

“The scent is like a breath of fresh air”

@kwanugc

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“This literally rescued my hair”

@shannanicolexo

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“Freedom delivers perfect curls every time!”

@christinaelizabeth93

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“The scent is like a breath of fresh air”

@kwanugc

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“This literally rescued my hair”

@shannanicolexo

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“Freedom delivers perfect curls every time!”

@christinaelizabeth93

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Between Us

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