During an environmentalist trip to the Amazon rainforest, NYC hairstylist Fabian Lliguin discovered rahua oil, the secret behind the local tribe's remarkably healthy hair. He brought a bottle back to his Fifth Avenue salon, where a single treatment transformed a client's dry, damaged hair into a shiny, bouncy mane. Astonished by the oil's potency, Fabian felt a deep respect for its traditional, sustainable production by the Quechua-Shuar tribe.

In 2008, he and his wife, Anna Ayers, launched the Rahua brand, utilizing this ancient ingredient in a unique line of plant-based products for hair and skin healing and beautification. Today, over 500 families from various tribes contribute to Rahua's rainforest-grown ingredients, continuing their cultural legacy while transforming beauty routines worldwide.