Meet Gussi, a brand-slappin’ new product in the making hair dreams come true category. When it comes to keratin treatments, most require a long sit in a pleather salon chair or, worse, exposure to nasty chemicals. To which we say, ahnothankyou. Gussi entered the room not only wearing the best outfit, but promising incredible results, minus the harmful toxins and the fact that it’s DTC means you can get all that, all from home, no hard pants required. When the product came our way, it was just that, a product fresh from the idea factory. So we got to do everything from A to “add to cart” to make it real—the strategy, the naming, the branding, the packaging, the photoshoot, the whole shebang. And now? Well, now we get to sit back and proudly watch Gussi take a bow while receiving high praise from some of the beauty industry’s biggest names. We’ll hair toss to that.