The Evolution of Malibu C's Vitamin C Technology
This year marks 40 years of Malibu C, and it all started with a single product, a bold idea, and a belief in the power of Vitamin C.
The Beginning: Freestyle of California
In 1985, Malibu C’s story began under the name Free Style of California. The star product at the time? California Freestyle, a unique two-in-one shampoo and body bath. It was the first of its kind and was designed to gently and naturally remove chlorine and salts from the hair and skin. Perfect for swimmers, it offered a refreshing, clean feeling without harsh detergents.
But shortly after launching, the team discovered that “Style” was a trademarked term. That meant a total rebrand, not only of the product but of the company itself. See what the founder of Malibu C, Tom Porter, shares about how the company started.
From Freestyle to C Free
The product re-emerged as C Free, a nod to the letter C (for Vitamin C), though it still featured the original formula. At this point, the shampoo contained ascorbic acid in liquid form. This ingredient, a well-known form of Vitamin C, was already recognized for its antioxidant benefits and ability to remove damaging elements like chlorine. But over time, the team realized that ascorbic acid in liquid format wasn't stable. Once mixed with water, it begins to lose potency almost immediately.
Still, the product continued to gain traction, especially at local pools. So much so that people began to assume the product was literally “free” (as in no cost). In response, the “Free” was dropped from the name, and C was born.
Malibu Tanning Sorbet and Kid’s Sunblock
Following the launch of C Free, we expanded our Vitamin C technology into skincare with the creation of Malibu Tanning Sorbet. This product was developed to offer a sun-kissed tan while also protecting the skin from damage, staying true to our wellness-first approach. However, we quickly discovered that many tanning enthusiasts prioritized achieving a deep bronze over skin protection. In response, we explored tanning accelerators, but found the idea misaligned with our values. We also introduced a kids’ sunblock, which saw great success alongside the Tanning Sorbets. These products, all under the C Free of Malibu name, started to outshine the original C Free Shampoo, which was fading into the background. This shift ultimately prompted us to unify our offerings under a single, cohesive identity, Malibu C, a brand name that still carries our mission forward today.
Birth of a Brand: C Free of Malibu
What started as just a letter transformed into a whole brand identity. The company became C Free of Malibu, and products adopted the Malibu C name. This is when a major innovation occurred: the introduction of dried Vitamin C, specifically in the form of ascorbic acid powder, which addressed the instability issues of its liquid predecessor.
This dried version became the foundation for what would become one of our most iconic professional treatments: Crystal Gel, which made its debut in 1987. Designed for salon use, this powder format ensured the Vitamin C remained potent until the moment it was activated by the stylist with water. It was a major leap forward for clean, effective, and results-driven hair wellness.
The Vitamin C Evolution: Testing & Learning
While developing the Malibu C product line, the team also explored another derivative of Vitamin C: ascorbyl palmitate. This fat-soluble version was used in products like our EC4U2 Wrinkle Less Body Cover Antioxidant Moisturizer. However, after six months on shelves, it became clear that ascorbyl palmitate also degraded over time, losing its efficacy.
These discoveries reinforced Malibu C’s commitment to science-backed formulas and set the foundation for what we stand by today: freshly activated, powerful Vitamin C in its purest form, dried ascorbic acid.
Malibu in the 90s: Crystal Boosters & Brand Shifts
With dried Vitamin C leading the charge, Malibu C began developing Crystal Boosters powder packets formulated to target specific hair concerns like Chlorine Away, Iron Away, and more. These boosters were the early versions of our Wellness Remedies, which remain a stylist staple in salons worldwide.
We even created a booster called Hair Spray Away to help remove styling product buildup from the hair. This eventually evolved into our beloved Un-Do-Goo Clarifying Shampoo.
During this time, the brand evolved from C Free of Malibu to Malibu 2000, a futuristic nod to the new millennium. But by 2001, once the “future” had become the present, it was time to revisit the brand name again.
Full Circle: Back to Malibu C
With a renewed focus on innovation and the salon professional, we returned to our roots with a refreshed name: Malibu C. This change honored our Southern California beginnings while embracing the evolution of our Vitamin C technology.
After solidifying the brand name following Malibu 2000, we underwent several packaging redesigns that reflected both our innovation and evolving values. We transitioned from a sleek black-and-white look to a transparent teal bottle, and eventually to our now-iconic Mali-blue bottles. In 2024, these bottles received an eco-conscious upgrade with the addition of Eco-One® Technology, which helps accelerate the biodegradation process compared to traditional plastic. It’s just one more way we continue to innovate, not only for hair wellness, but for the planet too.
Today, 40 years later, we remain a brand built on integrity, science, and solutions. We were the first to bring dried Vitamin C to the professional hair care space for hair and skin wellness, and we’re proud to still be leading the way. From a poolside shampoo to industry-changing salon treatments, Malibu C’s legacy is built on transformation, both in the bottle and in the chair.
Here’s to 40 years of innovation, and many more to come.
