Holiniq · Parent company

A house of considered beauty.
Built on the principle that
less, done properly, is more.

Holiniq owns and runs three haircare brands. merely makes the Dualis system, a two-shampoo dilution method with a precision applicator, launching at the end of 2026. Baely is an app that reads the ingredient list on any haircare product. Hairqare is a school for hairdressers, beauty professionals and their clients.

See the brands → Buyers & press

Customers, students and app users in 150+ countries Founded by Sarah Tran in 2019. Independently held. Wholesale and distribution enquiries for merely are open.

01 · The company

Fewer products, made properly.

Holiniq is the parent company of merely, Baely and Hairqare. Sarah Tran founded it in 2019 after ten years as a haircare creator, when the women following her kept asking the same question: which products do you use yourself? The honest answer was very few, and the company grew out of explaining why.

"Shampoo is made mostly of water. To sit on a shelf without spoiling, it's packed with preservatives and harsh detergents."

Each brand does one job. merely makes the Dualis system: two shampoo concentrates and an application bottle, mixed with water in the shower right before you use them. Baely is an app. Point your camera at any label and it tells you what is in the bottle and whether it suits your hair. Hairqare runs self-paced online courses on hair and scalp care.

Holiniq is independently held. The company operates as Holinic LLC, with its US office in Arlington, Virginia.

Brand 01 · Concentrated haircare

merely

The first 100% damage-free shampoo method. No conditioner needed.

The Dualis system is merely's two-shampoo method. This 30-second ritual provides clean and healthy hair for days after every wash.

Use Maintain (No. 01) as your regular wash, a light clean that keeps your scalp and ends balanced all the time. Use Reset (No. 02) once a week or a couple of times a month for when your hair needs a fresh start. No conditioners, masks or treatments needed.

Less tangles, breakage and hair fall on wash day
Apply and rinse in 30 seconds
Clean, voluminous hair for up to 7 days
Longer, thicker hair over time

Color safe · Made in Korea · Cruelty-free · No parabens · Vegan

Format

The Dualis system: two concentrates + applicator

Most of the bottle is not for your hair.

Shampoo is made mostly of water. To sit on a shelf without spoiling, it's packed with preservatives and harsh detergents. Even the "clean" and "natural" ones. Every wash, they strip your hair and dry out your scalp.

That is where each Holiniq brand starts. The Dualis system from merely is a water-activated shampoo you mix in the shower right before you use it, with no harsh detergents. Baely reads the ingredient list so you can see what a product contains before you buy it. Hairqare teaches the science behind both.

How Baely reads a label →

Brand 02 · Hair ingredient scanner

Baely

Scan any haircare product. Baely tells you what's really inside, in seconds.

Point your camera at the ingredient list on any shampoo, conditioner, mask, oil or styling product. No barcode needed. Baely checks the full formula against 15,000+ ingredients and 1,000,000+ already-analysed products, then gives you a verdict for your hair type, goals and climate: use it, skip it, or here's exactly why it's a maybe.

If a product isn't right for you, Baely suggests clean alternatives that are. Scores are independent, with no sponsored ratings or brand deals.

Format

iOS & Android app

Courses for hairdressers, beauty professionals and their clients. Self-paced, online.

Hairqare is Holiniq's education platform. Working hairdressers and beauty professionals take self-paced online courses on hair and scalp care. Consumers use the same platform to understand their own hair.

Every course is taught by educators and covers the ingredient science that merely and Baely are built on.

Audience

Professionals & consumers

Format

Self-paced online courses

Stage

Live

hairqare.co →

Hairqare · education

03 · Holiniq in numbers

The company today.

Combined figures across the three brands.

150+

Countries with Holiniq customers, students or app users.

Brands: merely, Baely and Hairqare.

1M+

People across the founder's audience, Hairqare members and Baely users.

2019

Year Sarah Tran founded the company. Independently held since.

Sarah Tran, founder and CEO of Holiniq, in a natural-light portrait with long hair.

Sarah Tran · Founder & CEO

04 · A note from our founder

"I cancelled every brand deal in my inbox the year I realised the products I was paid to recommend were the same products damaging my hair. What I built next, I built for the women who had been asking me what I used myself. Holiniq is the company that came out of that question."

Sarah Tran Founder & CEO, Holiniq

merely yours, sarah

Buyers, distributors & press

Wholesale, distribution
and press enquiries.

Holiniq is opening wholesale and distribution conversations for merely ahead of its launch at the end of 2026. Tell us about your stores or channels and we will reply personally, usually within two working days.

Press and general enquiries go through the same form.

Holinic LLC
901 N Glebe Rd
Arlington, VA 22203, USA

A house of considered beauty. Built on the principle that less, done properly, is more.

Fewer products, made properly.

The first 100% damage-free shampoo method. No conditioner needed.

Most of the bottle is not for your hair.

Scan any haircare product. Baely tells you what's really inside, in seconds.

Courses for hairdressers, beauty professionals and their clients. Self-paced, online.

The company today.

Wholesale, distributionand press enquiries.

A house of considered beauty.
Built on the principle that
less, done properly, is more.

Wholesale, distribution
and press enquiries.