About The Brand

Could collaboration between a well-known Beverly Hills Salon Owner and a Fashion Model create anything but a perfect hair product?

Having been a leading Salon Owner for 18 years, John Amato went on to develop a natural hair care line that would satisfy the demands of both beauty professionals and their clientele. Partnering with former model Teri LaVerne, who experienced firsthand the damaging effects of weekly photo shoots and styling.

They anticipated the need to create a sophisticated more refined hair care system that would bridge the gap between the professional and natural world of hair care. Offering a solution to the antiquated salon products, that merely coat damaged hair with harsh and harmful synthetic enhancers. 

Together, they elevated the expectations for the eco-chic generation of today by proving that you don't have to sacrifice high-performance when it comes to using natural ingredients. The goal was to escape the ordinary and explore the wealth of natural healing elements that would help preserve and protect color treated hair and “Reverse the signs of aging”.  Enter the world of Eco-Luxury Hair Care.

Every great journey begins with curiosity, and it took years of working with top chemists to determine that these exotic ingredients would produce products so rare and so pure that they would be able to treat the untreatable hair and scalp problems.

The Rare El’ements Collection is endorsed by top celebrity stylists and includes a five piece treatment line that targets the specific needs of dry, damaged and chemically treated hair. Each product contains the most exotic and quintessential ingredients in the world, making up the "Rare" in Rare El’ements.

“We've taken an everyday routine and turned it into a luxurious pampering experience by developing a simple, yet effective, collection that is ideal for restoring and maintaining the hair's integrity.”

Rare Elements is featured in countless magazines and is referred to in the beauty industry as the "Best-kept Secret" used on TV and film productions for repairing the damaging effects of everyday styling and color