We Started Because
Curly Hair Deserved Better
Butter Co. began with a problem we couldn't find a clean answer to: India simply didn't have enough curly hair products that were actually honest about what they put in the bottle.
Every label seemed to hide a sulphate, a silicone, or a fragrance blend doing more harm than good — dressed up as “nourishing” and “smoothing.” So we built the range we couldn't find: fully CGM-compliant formulas, made with ingredients that actually belong in curly hair. No sulphates. No silicones. No parabens. No compromises.
We started small — a focused line for curls and waves, built by people who were tired of guessing what was really inside their shampoo.
The Expansion
As ButterCo. grew, so did the ask. Customers with straight hair told us they wanted the same thing we'd built for curls: products they could trust, with ingredients they could actually understand and pronounce.
So we expanded — carefully, and on our own terms. Today, ButterCo. makes haircare for every hair type, but the standard hasn't moved an inch. Vegan. Cruelty-free. Formulated to genuinely work, whatever your texture, whatever your starting point.
Founder's Note
“ButterCo. isn't about chasing an aspirational version of yourself. It's about giving your natural texture — curly, wavy or straight — the kind of care it should have had all along. We pride ourselves on handpicking ingredients that are a cut above the rest, because your hair routine shouldn't be a guessing game.”
— Vrushti, Founder, ButterCo.
What Makes Us Different
Formulated for Indian curl patterns, hard water and monsoon humidity — not adapted from international formulas
100% Sulphate, Silicone & Paraben Free across the entire range
Vegan & Cruelty-Free, with no exceptions
A growing range that now serves curly, wavy and straight hair, without losing our clean-ingredient standard