Built by Three Brothers. Made for the Next Generation.

Upgrade was started by three Michigan brothers who wanted better.

Better hair products. Better ingredients. Better style.

The products they were seeing and using were made with a long list of ingredients they didn't understand or could pronounce. They wanted something different—products that performed without compromising on what goes into them.

So they decided to create their own.

They started Upgrade with a simple goal: develop high-performing hair and skin products using thoughtfully selected plant- and mineral-derived ingredients, while keeping the look, feel and experience modern and uncomplicated.

From their first formulas to the products they're hand-creating today, they're focused on making products that actually work, look great, fit the way the next generation wants to live and provides great value.

Because at Upgrade, we believe you shouldn't have to choose between better ingredients and better style.

Better Stuff. Better Style. That's Upgrade.