About Us

Discover the Story Behind DNA Organics

From the vibrant 1980s Sydney hair scene to a journey of personal transformation, explore how a passion for clean living and organic luxury gave birth to DNA Organics. Read the captivating tale of how one man’s dream became a celebrated brand known for its unparalleled quality and ethical commitment.

The Story of DNA Organics

Out of a deep sense of caring and commitment to wellbeing DNA Organics was born. As the founder I am humbled and grateful to share my story with you. DNA is more than a brand; it’s my passion for creating high-quality products that promote healthy hair and skin while offering a luxurious sensory experience. It reflects my personal journey of self-discovery and transformation.

“I am proud of what my team and I have accomplished so far and excited about what the future holds.”

The Full Story

This is the story of how DNA Organics, the brand I founded, came to life.

It all started in the mid-1980s in Sydney, Australia. At just 15 years old, I began working as an apprentice hairstylist, and it was an incredible time to be part of the vibrant and decadent professional hair industry. From wild hair and music to fashion parades and A-list parties, I was living the dream. As a hairdresser, I was even invited to some of the biggest concerts and after-parties of the era.

However, just a few years into my apprenticeship, my life took a completely different turn. An opportunity arose to “follow my dreams,” so I excitedly left the hair industry behind and embarked on a new career, thinking I would never look back. This new career came with a hedonistic and hyper-excessive lifestyle, which took a heavy toll on my mental and physical health.

By my early twenties, I found myself in need of a deep soul search.
I realised that I urgently needed to detox and rebuild my mind and body.

I became obsessed with clean living, meditating, growing organic food, and eliminating harsh chemicals from my life.
One day, while washing my hair, a thought entered my mind: “I wonder if it’s possible to make my own shampoo and conditioner?”
Despite not knowing how to make it, the idea persisted. I spent weeks researching how to create a clean, food-based shampoo and conditioner.
After months of disasters and experimentation, I ended up with a shampoo and a conditioner that looked and worked like a proper product.

In 1996, the biggest turning point in my life occurred when a close friend, GK, complained about the products he was stocking in his hair salon in Sydney’s CBD. Without thinking, I quickly blurted out that I would create some products for him.
He laughed, thinking I was joking, but maybe to humour me, he took me up on my offer. We both continued to laugh at the idea.

For the next two weeks, I barely slept as my whole mind and body were consumed with creating hair products for GK.
I couldn’t think about anything else. To his surprise, I showed up with what he called my “hippie” shampoo and conditioner two weeks later.
Despite his initial skepticism, he and his customers loved the products, and he promised to buy them if they could be made consistently.
He later confessed that he didn’t believe I’d really made them.

In the following two weeks, I made 300 bottles of the shampoo and conditioner, hand-filling them using funnels and tablespoons, with the help of some close friends. True to his word, GK purchased all of them. My path was set in stone, just like my self-help books said it would be someday.

I always knew I would be blessed with a lifetime opportunity to express my deep care and genuine love for others, but I thought that journey would be through music. However, my life became a healthy obsession with crafting hair, skin, and body products like no other. The pursuit of perfection in quality and performance is exhilarating, and I am always aware and forever humbled that this is my opportunity to contribute to humanity by ensuring my brand never compromises on its ethics and soul.

It began with a simple idea and an unwavering commitment to creating clean, high-quality products using food-based ingredients.
As the Organics Specialist, we have a deep understanding of how to blend organic ingredients to create high-performance products that have earned us awards and recognition. Today, we continue to innovate and create exceptional products that exceed our customers’ expectations.

With minimalistic, recycled packaging designed to complement any interior space, and our signature hand-crafted scents and aromas curated by experts, every product creates an unforgettable sensory experience.

I called my company Stormlab and made brands for others.

Then, I created a brand for myself and poured my heart and soul into it. I called it DNA.

I hope DNA Organics makes you feel as good as it makes me feel.

– Tony Awad