Man you can learn a lot roaming the aisles at Whole Foods! Did you know, for example, that beer is actually great for your hair? Well, it is, and that premise is precisely the basis for BROO. The brand makes beer-based haircare products formulated with barley, hops, and yeast, all of which are loaded with proteins, B vitamins, and natural oils to nourish, strengthen, and impart shine to hair. Essentially instead of using water as their main ingredient BROO uses beer, which they then blend with natural cleansers and botanical oils to create their various shampoos and conditioners. The best part? Despite the brownish color, these shampoos/conditioners don’t smell like beer! There are also no synthetic scents, dyes, preservatives, or harsh sulfates – all ingredients used are nature-derived. I don’t know much about beer, but the founders were careful in selecting the specific brew (porter, IPA, ale) that went into each of their products. I love that despite being sold at Whole Foods (and being affordable to boot), the brand is still a very small mom and pop type operation. The founders take a lot of pride in their product and it shows.