Scrub the Norms: Wen Chaz Dean Let Go of Lather
The story of one man’s mission to change the hair care industry
February 6th, 2025 • 7 min read
For Chaz Dean, Founder of WEN® Hair & Body Care, beauty isn’t just about products, it’s about transformation. Over the past 24 years, Chaz has redefined what’s possible in hair care, challenging industry norms, pioneering the no-lather movement, and building a 700+ product empire without compromising his values.
At Innovation Show LA, Chaz took the stage to share his journey - from giving up lather in 1993 to creating a globally recognized brand that continues to evolve.
Breaking the Rules & Building a Revolution
Chaz’s unconventional decision to ditch shampoo in 1993 would be the catalyst for his haircare revolution.
“I gave up lather May 1st of 1993.. I gave up lather because of color going down the drain. I used to have to shampoo and condition my hair twice a day because it was so oily, and I knew that the lather was just damaging the hair - finer, thinner, weaker hair, hair color going down the drain”.
People thought he was crazy. Clients hesitated. But Chaz knew there had to be a better way to care for hair, one that nourished rather than stripped it. By 2000, he launched WEN® with one cleansing conditioner, a concept unheard of at the time. Today, his brand has expanded to include hair, body, skin, and even pet care, proving that innovation pays off when you trust your instincts.
Celebrity Clientele
Chaz’s philosophy didn’t just resonate with everyday consumers, it caught the attention of Hollywood’s biggest stars.
“Nicolette Sheridan was my first celebrity client… I got her off the bleach and got her off the shampoo. Her brother was dating Tori Spelling at the time, she sent her in from 90210. Got her off the bleach, got her off the shampoo… it was a snowball effect.”
His influence even reached beyond his own salon. “You know the TV show Castle? I never knew this until like the end of the seasons, but [the lead actress] sent me a letter that WEN® saved her hair… She looked like a WEN® commercial every season.”
Listening, Learning & Letting Customers Lead
“I’ve been on QVC going in my 20th year. I started in 2005, so our interaction with our customer is literally direct. I'm live on Tik Tok and Instagram every day, so I interact with our customer every day, and I encourage them to follow us, to ask questions, and that's how I learn what is my next step. What do I want? What do they want next?…it's a tool that I utilize daily.”
His approach to product development has always been deeply personal, often inspired by his own frustrations and experiences. His journey with self-tanner is a perfect example. Having battled skin cancer three times, Chaz gave up tanning beds 15 years ago but still relied on self-tanners to achieve his signature glow. However, there was always one issue…the smell.
“I always smell like self tanner and when someone pointed [it] out to me, I'm like ‘Why am I settling for this? Why didn't I create my own?’” That realization led him to develop a self-tanner that not only delivers a natural, long-lasting glow but also eliminates the unpleasant scent most formulas leave behind. Unlike traditional self-tanners that rely on harsh chemicals, his formula works uniquely with each user’s DNA for a customized, streak-free finish.
It was yet another example of his problem-solving mindset - when he saw something broken, he didn’t wait for someone else to fix it. He created the solution himself.
Cruelty-Free Since Day One
Long before cruelty-free beauty became a buzzword, Chaz made it a cornerstone of WEN®.
“I launched my brand in November 2000 and I launched it cruelty-free, 24 years ago, and now it's the buzz. I see everyone ‘Buzz buzz buzz’ - I'm like, I launched that way!”
WEN® has never tested on animals, and Chaz remains vocal about the importance of ethical beauty, refusing to sell In China as they require animal testing, and “that’s not an option”.
WEN® is Leaping Bunny certified, something that Chaz is deeply proud of..
Fueled by Passion
Chaz Admits he never stops. For over two decades, his relentless drive has fueled WEN®, turning a single cleansing conditioner into a 700+ product empire. Every creation, whether for hair, skin, or even pets, comes from a personal need, a client frustration, or an industry problem he refuses to accept.
“People tell me, ‘I've never seen you stop or take a vacation’… I'm kind of afraid to stop. Because I know how hard it is to keep going, and I'm afraid if I stop, I might not start it up again… I don't want to let anyone down, so I mean people that work with me know, I do set the bar here, because it's my name on it and if ever anything does [go down], my name goes down, so I do set that bar so high, and my team knows that”.
For him, passion and persistence go hand in hand. His advice for founders?
“Just because no one's ever done it, doesn't mean it can't be done… If you have an idea, a feeling, or something pushing you, go with that. People thought I was crazy 30 years ago. They would have put me in a straight jacket… [but] if you have a message keep it tight, keep it close, and follow your passion and really run with it ‘cause you can be on to something, no matter what it is.”
And with that philosophy, Chaz Dean continues to push boundaries, challenge norms, and redefine what beauty can be. Today, WEN® has been recognized with multiple beauty awards, including Best Shampoo at the QVC Customer Choice Beauty Awards - 16 times.
Pamper yourself or a loved one for Valentines Day with WEN®’s Pink Jasmine Peony Collection. Now 30% OFF all February! Use code PEONY at checkout..
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