About Us

At JADE, our passion for hair care runs deep — and it’s backed by over 30 years of experience in the industry. With decades of expertise, we know that great hair is a reflection of both how you treat it and the products you use. Our founder, Demetris Smith, a seasoned professional in the beauty and hair care world, began with a vision to create a line of products that would combine the best of nature and science to promote long-lasting hair health. From the very beginning, we’ve been committed to creating innovative, effective formulas that transform your hair care routine — without harsh chemicals or unnecessary fillers. Over the years, our team has grown, our products have improved, and our passion has only deepened. But what has never changed is our dedication to providing the highest-quality products that nourish, protect, and enhance every strand of hair.