Why My choice Exists: I Didn't Need Another Product. I Needed Fewer.

I didn't start My choice because my routine was missing a product. I started it because my routine needed fewer of them.

That sounds like a line written for a label. It also happens to be exactly where this began.

"My hair was always being worked on, and almost never cared for"

I model for a living, which means my hair is equipment. It gets straightened, curled, pinned up, textured with dry shampoo, locked down with hairspray, brushed out again — and the next morning it starts over. Backstage moves fast, and fast means heat and a lot of product.

That's the job, and I like the job. But at some point I was standing in my bathroom at night, realizing that my hair got handled every single day and looked after almost never.

So I did what most people do: I bought more. A mask for the ends, a serum for shine, one spray for before and another for after. Eventually there were twelve bottles on my shelf and my hair looked exactly the way it had before. Only the shelf looked busier.

The moment I stopped looking

After one especially heavy season, I left my hair alone. No styling, nothing layered on top of anything else. Just oil and rosewater.

Two weeks later it looked better than it had after two years of shopping haircare products.

That turned something around for me. I had been hunting for the one product that would undo the damage done by the other eleven. The question itself was wrong. It was never about what to add. It was about what could go.

Then came the boring part

I started reading ingredient lists. Properly reading them, not just the front of the bottle.

What surprised me most was how many products carry a list of thirty items where maybe five of them do anything for your hair. The rest is texture, shelf life, fragrance, appearance. Silicones that deliver shine instantly and build up over time. Fillers that make a product feel creamier than it is.

So I started mixing. Comparing. Testing — first on myself, then on friends, then on colleagues whose hair is nothing like mine. It took months and none of it was glamorous. But eventually I had two formulas, a two-phase Hair oil and an Aloe vera leave-in conditioner, where I couldn't take anything else out without making them worse.

That was my signal that they were done.

By hand, in Switzerland, in small batches

Every bottle is filled by hand here in Switzerland. Formula, filling, label.

It's slower and more expensive than it needs to be, and it limits how much we can make in a month. In exchange, I know what is in every single bottle and where it came from. With a short ingredient list, any deviation shows up straight away — there is no fragrance to hide behind.

What "natural haircare" does not mean here

Natural haircare isn't automatically better. There are natural ingredients that do nothing at all, and synthetic ones that work beautifully.

At My choice it means something narrower: every ingredient has to have a reason to be in the bottle. No silicone for quick shine, no parabens, no fillers whose only job is to improve the texture. What that looks like in practice is written on every product page — including which ingredient is simply there for the scent. Because that is the honest version.

And the name

My choice. Because in the end it is your decision what you give your hair, and what you don't.

I'm not telling you to throw out your routine. I'm telling you that you probably need less than what's sitting in your bathroom right now.

Because, it's My choice to have a good hair day. Everyday.