In 1985, the hair industry looked a lot different than it does today. Perms and teased styles reigned supreme, professional hair care was still in its early stages, and conversations around scalp health and ingredient transparency were practically nonexistent. Meanwhile, a new company was founded with an office in a guest bedroom and a two-car garage warehouse in Malibu, California. This company, Malibu Wellness, became a company of many firsts: Malibu Wellness was the first in the world to formulate products using vitamin C topically, the first to use the word antioxidant in marketing for a product, and the first beauty manufacturer to promote wellness solutions for the hair, scalp, and skin using vitamin C with other food-grade ingredients. This quiet revolution would change hair, scalp, and skin care forever – one salon at a time!
The Birth of Malibu C: The Vitamin C Revolution
Before Malibu C, the effects of mineral buildup on hair were largely ignored and misunderstood by other beauty suppliers. Swimmers, well-water users, and those exposed to hard water while bathing were all experiencing dry, discolored, brittle hair without knowing the root cause. Dr. Keith Ault, Malibu C’s first chief chemist, noticed walnuts on a university campus that remained intact despite a harsh winter. Curious, Dr. Ault cracked one open through the withering, oxidized green outer cover only to be shocked to see how fresh the nut inside was. Intrigued by its resistance to oxidation, he took the walnuts back to the lab for testing, where he and his research assistant, Dilip Vyas (who is still a chemist with Malibu C today), discovered the aged green hull was still holding high levels of ascorbic acid, or vitamin C. Dr. Ault’s theory was that vitamin C was protecting the nut from the sun’s high UV rays, which would have allowed the nut to penetrate the ground to germinate into a new tree.
In 1981, the company founders, Tom and Deb Porter, heard Dr. Ault speak of his research in Bloomington, Indiana. They were very impressed with what he had to say, and it got their entrepreneurial juices flowing! In 1984, Dr. Ault contacted Tom three years later and flew to Malibu, California, where Tom and Deb had since moved. Dr. Ault knew Tom had experience in starting organizations, so he offered Tom the opportunity to start his own company, giving Tom exclusive use on many of the technologies he had discovered, including the topical use of vitamin C. Dr. Ault and Dilip initially led the research and development of formulas in Indiana. In contrast, Tom and Deb led all the operations, marketing, strategies, and distribution of products to be sold, eventually branded under the name Malibu C. Tom led research and development initiatives with salons that led him to realize there was a need for a product that allowed professionals to gently remove oxidized mineral buildup from the hair and complex compounds from the scalp. Malibu C Crystal Gel was created, and a new category of hair and wellness using freshly activated vitamin C was born into the beauty industry.
Malibu C’s first freshly dried vitamin C innovation, the wellness remedy packet, became a game-changer for stylists and hair professionals. For the first time, there was a non-damaging, science-backed antioxidant solution to safely detox hair and restore its natural vibrancy—all powered by powder crystals of freshly activated vitamin C along with other naturally derived food-grade ingredients.
Then vs. Now: How the Hair Industry Has Transformed
Over the past four decades, the hair care industry has significantly transformed. In 1985, professional hair care became a lucrative industry, with leaders such as Vidal Sassoon, Loreal, Wella, Redken, Paul Mitchell, and Matrix. Many industry leaders were educating about their products, mainly using “hair-tainment” at trade shows. Malibu C, however, combined entertainment with impactful science education. Stylists had been relying on harsher chemical treatments to achieve their desired results with significant challenges, damage, and frustration. Hair color trends were becoming bolder, but the knowledge of protecting and maintaining color on hair covered with chlorine-oxidized minerals from the shower was not even discussed. Tom, Deb, and all those who followed as educators through today changed that with transparency regarding what was happening, why it was occurring, and how to fix it safely in the salon. It was truly revolutionary.
Fast forward to today, and the hair care landscape looks entirely different. Everyone is familiar with vitamin C in topical products, with most believing it has always been a part of beauty. Consumers are more educated than ever, prioritizing clean beauty, scalp health, and product transparency. The rise of ingredient-conscious hair care has reshaped the industry, and Malibu C has been at the forefront, advocating for hair wellness before it was a trend. From leading the way in freshly activated vitamin C technology, antioxidant ingredients, and hard water mineral removal technology to more recently introducing EcoBlu® packaging made with 98% post-consumer plastic, Malibu C has long been a positive disrupter. Our commitment to wellness innovations in the beauty industry has been a game changer, providing benefits for the human body and the planet. (Read more about our sustainability journey here.)
What’s Next for Malibu C and the Future of Hair Care?
As we celebrate 40 years, we can’t help but look ahead to the next 40. Where is the hair industry headed? We predict a future focused on more sustainable solutions, advanced hair diagnostics, and a deeper understanding of scalp microbiomes. AI-driven hair analysis, ultra-personalized hair care routines, and further innovations in ingredient purity will redefine how we approach hair, scalp, and skin health. Malibu C sees genomics and biotechnology as a better understanding of hair loss, growth, and more. This will lead to understanding what one can expect as one age or experiences chemical and medical treatments.
For Malibu C, our mission remains the same: to provide hair professionals and consumers with the best tools to solve problems for people worldwide with wellness approaches for healthy-looking results without compromise. We’ll continue to push the boundaries of hair, scalp, and skin wellness, advancing sustainability efforts while educating salon professionals and their clients.
Thank You for 40 Years
From our early days of discovering vitamin C’s power to becoming a staple in professional salons worldwide, we owe our success to the stylists, colorists, and hair enthusiasts who participated in the Malibu C research and development. We truly appreciate those who have trusted in what we do and have allowed Malibu C to elevate the results they give to their clients. Here’s to 40 more years of innovation, education, and wellness
Read more about the Walnut Story and Vitamin C Day HERE!
