IN THE VERY BEGINNING

Every movement starts with a moment. For us, it was a conversation. One that changed how we think about hair, waste, and integrity in beauty.

Our partnership is a beautiful story of community and alliance.

Ash and Eva, co-founders of The Identity House, first approached GSC with our story. A story of risk, exploitation, and the unseen side of the beauty industry. We’d witnessed the harsh reality faced by many salon owners and clients: hair stolen, mis-sold, or traded through unethical systems.

Our goal was simple. To bring social responsibility and traceability into a space that had none. Together with GSC, we imagined a system where every strand has a story. One we can follow, protect, and honour.

This seed became The Conscious Cut™ our symbol of ethical responsibility. It’s more than a haircut. It’s a promise: that what leaves the chair can leave a legacy. For the professionals, they create the first traceable regulation system and are certified in ethical practice, creating a new social responsibility standard across the UK with waste management. The Identity House is the first company in the world to use tech to create the first UK traceable hair company.