# Number 4 ## Facts | | | |---|---| | Founded | 2010 | | Origin | United States | | Headquarters | Newport Beach, California | | Status | Active | | Website | https://number4hair.com/ | Number 4, also styled No.4 and marketed in full as Number 4 High Performance Hair Care, is an American professional hair-care brand founded in 2010 in Newport Beach, California [2]. According to the company, it grew out of a group of hairdressers, fashion designers, tastemakers and beauty insiders who set out to make something they felt was missing in the beauty industry; Toni Wells is credited as founder and director [2]. The brand positions itself as salon-oriented hair care that pairs botanical ingredients with cosmetic science, a stance it sums up as "Botanically Driven, Science-Backed." The company remains active. Its website carries a 2026 copyright and dated seasonal promotions, and it continues to operate an online store and social channels alongside a salon and professional-stylist distribution network. ## Origin & founders Number 4 traces its start to 2010 in Newport Beach, California, where its founding group gathered around what the company calls a shared vision "to create something missing in the beauty industry" [2]. Toni Wells is named as founder and director [2]. French culture runs through the brand's presentation. Its product families are grouped into collections named after Parisian neighborhoods — Essential (Le Marais), Style (Saint Germain-des-Près), Volume (Palais-Bourbon) and Moisture (Bois de Boulogne) — and its marketing describes the line as inspired by French style. ## Philosophy & positioning The brand's manifesto is built on three words: "Experience. Performance. Fashion." [2]. Its stated aim, in the company's own phrasing, is to combine "nature's greatest ingredients with cutting-edge ingredient technology" to make "soft, supple, youthful-looking, vibrant hair." The tone is deliberately unfussy: the tagline reads "The most beautiful things are found in the simple," and the brand adds that it takes hair care seriously but not itself. ## Products & innovation The catalogue spans shampoos and conditioners, treatments, styling products, a body-care line and a men's range. Named products include the Super Comb Prep & Protect leave-in, the Fluoro5 Elixer Restore & Repair Oil and a Reconstructing Hair Masque. Formulas are organized around four proprietary blends the company markets as its "Liquid" complexes — Liquid Vitality, Liquid Vibrance, Liquid Defense and Liquid Purity — each built on botanical ingredients such as acai berry, hibiscus, mangosteen, edelweiss, algae, moringa seed extract and oat extract, paired with vitamin C. The company describes these as antioxidant-rich blends meant to protect color and strengthen hair. Number 4 also foregrounds a set of "free-from" and ethics claims: it describes its products as 100% vegan, cruelty free, sulfate and sodium free, gluten free, paraben free, shark squalene free and made in the USA [3]. No third-party certifying body (such as Leaping Bunny or a vegan certifier) is named in support of the vegan and cruelty-free claims, which the company states on its own account [3]. It says its formulas exclude ingredients it considers potentially toxic to humans as well as harsh sulfates and stripping alcohols [3]. ## Recognition The trade publication WWD reported that Number 4 extended its hair-care approach into a skin and body range [5]. The brand also maintains an "as seen in" press page listing a range of consumer and fashion titles, though these appear as an undated portfolio rather than dated editorial coverage. ## Current status As of 2026 the brand is actively trading, with a current-year site copyright, live promotions and an operating e-commerce store and social presence. Its distribution combines direct online sales with a salon and professional-stylist channel, and it reports international reach across multiple regions. ## Sources 2. (T1) https://number4hair.com/pages/about-us 3. (T2) https://number4hair.com/pages/our-formulas 5. (T3) https://wwd.com/beauty-industry-news/body-care/number-4-rolls-out-skin-care-1202765844/ --- Glowpedia · · Updated 2026-08-26 Please cite with a link to the article URL.