LOS ANGELESĀ  — “Because We Are Who We Are.” Hair care startup Brutus & Butch is generously giving back to the LGBTQ and at-risk youth community with proceeds from the sale of its natural and organic products.

Gwen Lonigro

Founded by Gwen Lonigro, Brutus & Butch is rapidly gaining momentum for its innovative products formulated with lavish Indonesian essential oils. “After years in the industry as a salon owner, I decided to create a hair care product line I could be proud of,” Lonigro says. “One that helps give people the strength to be unique individuals.

Brutus & Butch’s luxurious products include a Clean Shampoo, Clean Conditioner and Gembira Oil Elixir Vitae, which is the company’s ultimate best seller. “All of our products are a formulation of green, vegan, natural and certified organic ingredients,” Lonigro states. “These are the ultimate products for clients who truly just want to be who they are, with no fillers.

The dynamic company has two main goals: to give clients gorgeous hair using products that are safe to use, and to make donations to the LGBTQ community. “My hair care line serves the LGBTQ community with my tag line, ‘because we are who we are,'” Lonigro says. “I truly want to help create love, peace and acceptance for all, and hope my hair care line helps me achieve this goal.”

Lonigro believes giving back helps to nourish the soul. In order to help her local community, a portion of the proceeds from the sale of Brutus & Butch’s products are donated to the LGBTQ and at-risk youth grappling with gender identity issues. “My years in the industry compelled me to give to the people that have had a major impact on my life,” Lonigro says. “It’s a thank you and acknowledgment to their contributions and is a vehicle for change.” For more information about Brutus & Butch, or to order products, please visit