We Are Paradoxx

We Are Paradoxx is a hair and body care company founded in 2019 by Yolanda Cooper and based in Belfast, Northern Ireland [8]. It began as a sustainability-led brand built around plastic-free aluminium packaging, and its name points to the paradox its founder set out to resolve: making hair products that are, in the company's framing, both chic and green. The business remains active in 2026, though it has visibly narrowed from a broad sustainable range toward a clinical hair-growth line.

Sources differ slightly on the founding date. The company and most editorial coverage date the launch to 2019, when the brand "hit the market" [6]; one trade snippet placed the founding in 2018, which likely reflects company incorporation rather than the market launch [6].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Yolanda Cooper is described across the brand's materials as an inventor, entrepreneur and environmental activist, and on the current site as a clinical trichologist. She has said the idea came from looking at her own bathroom shelf: "When I looked at my bathroom shelf, I saw a huge disconnect in the products I was using... So, I created WE ARE PARADOXX, the cool, clean and sustainable, hair + body brand." According to the company, she did not want to contribute to what it calls the "planetary crisis" of plastic pollution while building a beauty line.

The location of the company has been framed two ways. Multiple trade and news sources — including the Northern Ireland Chamber, the Irish Times and the Belfast News Letter — place the company in Belfast, Northern Ireland, part of the United Kingdom [8]. The brand's own materials lean on "Ireland" and the tagline "Irish Hair Rituals," a reference to the island's botanical heritage rather than the company's legal seat.

We Are Paradoxx launched in 2019 as a sustainable hair-and-body brand [6]. Early coverage centred on its packaging choices and on the Supernova, a cordless tool the company described as the world's first 3-in-1 straightener, wand and tong, which drew regional press attention in 2020 [9].

By 2021, the company had raised around $4 million across five funding rounds, according to a Beauty Independent profile; backers included Tom Singh, the founder of the British fashion retailer New Look [6]. The Irish Times reported the same raise as £3 million [8]. At that stage the brand was sold through some 40 retailers across 22 markets, including Asos, Saks Fifth Avenue, Ulta Beauty, Douglas and TK Maxx [6].

The brand positions itself around sustainability paired with high performance. Its stated mission is to "produce high quality products that will satisfy our customers, maintain employment for our team, enable our manufacturers and suppliers to make a living, reduce our impact on the environment and encourage others to follow our lead." The company describes its formulas as up to 100% natural and free from parabens, PEGs, sulphates and mineral oil, and says its products are vegan and cruelty-free, approved under the Leaping Bunny programme and by PETA.

On packaging, the company says its products are 90% plastic-free, using aluminium — which, it notes, can be recycled indefinitely without losing grade — in place of plastic. It is a member of 1% For The Planet, pledging 1% of annual revenue to environmental causes, and it established a "Plastic Free Beauty Day" marked on 17 June.

We Are Paradoxx's current range centres on hair growth, sold under proprietary technology the company calls TRIOPLEXX. The brand describes this as a "triple action anti-hair loss technology" and states it is "clinically proven to grow your hair in just 4 weeks." Company-stated results include creating up to 47% new hairs, enhancing the appearance of thickness by up to 75%, and reducing breakage by up to 50%; these figures are the brand's own and are not independently verified here.

Its formulations combine plant extracts native to Ireland — Irish Horsetail, Irish Moss, Red Clover and White Nettle — with biotech actives such as the peptide Capixyl, the plant stem cell ingredient Capilia Longa, vegan keratin and caffeine. Current products include an Advanced Lash + Brow Serum, an Advanced Scalp Serum, and thickening shampoo, conditioner and blow-dry spray. The founder has linked the shift toward hair growth to her own experience of severe hair loss, described as nearly 50% density loss following childbirth and illness.

The brand is active as of 2026, with a live e-commerce site selling its repositioned hair-growth line. Its earlier identity as a broad sustainable "hair + body" range — the differentiator being aluminium packaging and the Supernova tool — has given way to a narrower clinical hair and lash-growth proposition built on the TRIOPLEXX technology. It continues to operate as a multi-market brand based in Belfast.