This is the story behind DNA Organics the brand.
In the mid 1980’s I starting out working as an apprentice hairdresser in Sydney. It wasn’t long before I found myself on a completely different journey.
The lifestyle that accompanied this journey and the side effects saw me begin some kind of soul search in my very early 20’s as the dire need to detox and rebuild by mind and body stopped being an option and became an urgent necessity.
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I had to go back to the very basics of life and to re-learn how to breath, see, hear and eat again. My reckless and damaging daily rituals had now changed, instead I began a new daily ritual of meditation, growing food, clean eating, and the strict elimination of harsh chemicals from my life.
One day whilst washing my hair a thought entered my mind about making my own shampoo and conditioner. Something that has no harsh chemicals and that contained as much food ingredients as possible. It had to smell and feel like it was picked fresh from the garden.
For weeks after I was consumed by the thought, it just wouldn’t go away. But I didn’t know how to make shampoo, or what to use, or how to start.
There was never a business plan either.
In fact, I knew nothing about business and nothing about making hair care products.
I had no significant money to start, those things never entered my mind because there was never an intention to market or sell anything I created. Anything I made was always intended for personal use. I thought to myself, “if it works I’ll give some to my family and friends”.
It was 1995 and the internet was very slow. So, I spent weeks planted in the local library, researching how to make shampoo and conditioner.
Almost daily, I would visit my mother’s place. There I would raid her pantry and the garden, she also had traditional hand-made soaps made by my grandmother, I would also take those and start to cook up a storm in her kitchen using her pots and pans.
After many months of disasters and a whole lot of mess, I finally ended up with one shampoo and one conditioner that looked and worked like a professional product.
More than anything it smelt amazing, “just like it was picked fresh from the garden”.
I gave a small amount in a glass bottle to a childhood friend who was working as a hairdresser with one of Sydney’s most famous and leading salons at the time. He loved and raved about it, “I love this hippie stuff bro, it smells amazing”.
I was so happy and so I continued to refine the recipe, especially the food flavours and essential oils I was adding to create the different scents and aromas. Whatever food based free ingredients I could get I would try in my recipes. From time to time I would make a little and give some to family and friends. Life just continued on as usual. Travel, seasons, small events, big events, monster events and some life changers as well.
Then one Thursday night in February 1996 I was faced with what would become the biggest turning point in my life and the beginning of many new relationships, loyal friendships and business success for both the brands that my company has in the past and continues to manufacture for, and also for the brands we own ourselves, like DNA Luxury Organics.
The story goes like this,
That Thursday night whilst “hanging out” at a friends hair salon on Pitt Street in Sydney,
My hairdresser friend began to complaining about how expensive the products in his salon were and that he hardly made profit out of them, He said he wished he owned his own hair product that smelt nice, worked professionally and was reasonably priced.
I really don’t know what made me reply to him and say “I own a product like that”. He laughed and shrugged off what must of sounded like a sarcastic comment. But I actually did have two bottles of my hippie” shampoo and conditioner in the car.
I got up and I ran as fast as I could to get them for him. I returned with them in hand. He looked a little confused. He smelt and used them right then and there. He refused to believe these were made by hand at home, let alone that I had made them myself, using mostly foods.
He thought it was a prank and would catch me out, so he promised to buy some to sell to his customers in his salon but only if I could make it exactly the same. I in turn promised to have some in his salon in two weeks.
Well, I didn’t sleep a wink that night.
The very next day I sold my car to friend and borrowed another friends surplus car.
Over the next week I bought some ingredients, some new pots and pans, bottles and caps and started cooking. I had another friend who had a computer make up some basic labels so i could stick them on the bottles. With some help we hand filled our first three hundred bottles using funnels and table spoons, staying up till 3 am every morning until they were done.
Once they were done I ran down to the local supermarket to pick up some used boxes and came back and packed my first ever order of 24 bottles of each in discarded potato crisps boxes.
I jumped in my friends borrowed car and drove the order to the salon.
My hairdresser friend couldn’t believe it. He paid for that order immediately and I couldn’t believe it. That transaction started a company. I called it Stormlab.
Today the company is DNA and the heart and soul of our company is our brand philosophy. Give more than you take.
It drives our team to continually research and develop new technologies so we can make it clean, make it work and deliver the ultimate luxury experience.
DNA feels luxurious, our expertise in using certified organic ingredients effectively to engineer high performance, award winning professional products makes us The Organics Specialist.
DNA looks luxurious, our clean, crisp and minimalistic packaging is designed by perfectionists to compliment and showcase any well-designed interior space.
DNA smells luxurious, our passionately hand-crafted scents and aromas are individually curated by artists of the sense of smell, compelling people to fall in love with our products.
DNA is the ultimate fusion of Luxury and Organics.
A close friend once said to me,
“There is nothing sexier than a hippie at heart driving a luxury performance car,
dressed in a tailored designer suit and smelling of classy high-end fragrance”
I suppose that really sums up DNA Organics.
— Tony Awad, Founder
The heart and soul of our company is our brand philosophy. Give more than you take.
It drives our team to delivery outstanding service and to create the ultimate luxury products on earth.
DNA are continuously optimising our processes and reduce our environmental footprint by reducing our energy consumption, use of materials and emissions. DNA use packaging that can be recycled in most local council programs.
“Do good by stealth, and blush to find it fame.”
Each year our team chooses one charity to work with closely. We passionately assist quietly, humbly and with humility, without fanfare or self-promotion.