Oway (short for Organic Way) is an Italian haircare and skincare brand known for its high-performance, plant-based formulas. The majority of its ingredients are cultivated on the brand’s own biodynamic farm, Ortofficina, allowing for direct oversight of growing practices and a significantly reduced environmental footprint. Most products are formulated with 90-95% botanical ingredients and packaged in recyclable, low-impact materials like glass and aluminum.
Certified vegan and cruelty-free, Oway has built a loyal following for its clean formulations and effective results. Oway is currently (at the time of writing) our joint top-rated brand in the Beauty & Personal Care category.
About Oway
Oway began in Bologna, Italy, in 1948 as a small family-run company dedicated to creating quality products. Over the decades, the company has evolved into a pioneer of sustainable beauty. In 2010, Oway established Ortofficina, its own biodynamic farm, to cultivate ‘zero-mile’ plants used in its formulations, and in 2013, the brand eliminated its plastic containers in favor of glass and aluminum. Today, they also create upcycled and tree-free papers derived from their agricultural waste.
The brand coined the term Agricosmetica® to describe its conscious approach, combining agriculture and cosmetics to create products that are both effective and environmentally responsible.
Product Categories
BeautyHaircarePersonal CareSkincare
Attributes
Carbon Neutral
Brand has been certified as Carbon Neutral.
Cruelty-free
Products are not test on animals at any stage in their production.
Ethical Sourcing
Raw materials have been sourced ethically with people and planet in mind.
Green Energy
Brand exclusively uses green energy to power their headquarters.
Handcrafted
Products have been made by hand, typically by an artisan or group of artisans.
Locally Made
Products are made local to the brand's headquarters.
Non-toxic
All products are made with ingredients or materials that are currently considered non-toxic
Organic
Products are made from organic materials.
Recycled materials
Some or all products are made with recycled materials
Sustainable Materials
Either all or most products are made with sustainable materials
Thoughtful packaging
Product packaging has been designed and created with the end of life outcome in mind and can be easily recycled or composted.
Upcycled
Products have been upcycled from an unusable or undesirable form into new products.
Vegan
This brand does not use any animal products or by-products in their productsCertifications / Memberships
ECOCERT Cosmos
PETA
Location
Italy
Pricing
Ships from
ItalyUnited States
Ships to
EuropeNorth America
Rating Summary
Nature & Animals
Communities & Wellbeing
Values & Governance
Product Performance
Reviews & Testing From Our Team
Frequent Use Hair & Scalp Bath & Frequent Use Conditioner
After trying Oway's Frequent Use Hair & Scalp Bath paired with their Frequent Use Conditioner, I was impressed by their gentle yet effective cleansing properties. The subtle, natural scent—a blend of lemon, orange, grapefruit, and the surprisingly spicy yet pleasant underlying notes of pepper—is refreshing without being overpowering. While the shampoo doesn't produce much foam, it still cleanses thoroughly, leaving my hair feeling clean and hydrated. The conditioner complements it well, detangling and moisturizing without weighing down my very fine hair strands.
Amber McDaniel
Glossy Nectar
Oway's Glossy Nectar has become a go-to in my post-shower routine. I like to apply it to my mid-lengths and ends while my hair is still damp, then let it all air dry. It adds a subtle, healthy-looking shine and even gives my hair a bit of natural lift and volume, without ever making it look greasy or weighed down. While I don’t struggle with frizz much, I love how it leaves hair soft, easy to comb, and super lightly scented, adding to the overall luxe but low-maintenance feel. Plus, a little goes a long way!
Amber McDaniel
Review Summary From Other Customers
Pros
- Customers appreciate Oway's commitment to using natural and biodynamic ingredients, often crediting these for the products’ effectiveness and pleasant, subtle scents.
- Many customers report salon-quality results from Oway’s haircare products, including improved texture, shine, and manageability.
- Customers with curly or wavy hair appreciate the range of offerings available, and products like the Curly Potion are praised for enhancing curl definition without leaving hair crunchy, and for being versatile enough to use on both curly and straight styles.
- Conditioners such as the Frequent Use Conditioner are noted for providing moisture without weighing down fine hair, leaving it bouncy and shiny.
Cons
- Oway products are considered expensive by some customers.
- A select few customers on a small number of products report trouble achieving the results they expected.
