Uncovering the Truth: Why I Built LIVD IN Hair Co. From the Ground Up

The Moment Everything Changed

I’ve worked in this industry long enough to know when something feels off. And for years, something did. I was teaching classes, coloring hair, supporting other stylists—and every time I touched a new bundle of extensions, I found myself questioning what I was being told.

Where did this hair actually come from? Why did the same color code look different from batch to batch? Why did it fall apart after one install?

I started digging. What I uncovered changed everything.

Rachelle McMann, founder of LIVD IN Hair Co.

The Industry Behind the Label

The words Remy, Russian, Virgin, Luxury—they sound impressive. But in reality, they’ve become empty marketing terms. There’s no regulation, no traceability, and often, no truth behind the claims.

In my search, I visited factories and spoke with manufacturers directly. I asked questions most brands would rather avoid. And what I found was heartbreaking:

Hair collected unsanitarily, even from floors and drains
Harsh acid washes stripping cuticles and masking damage
Silicone coatings to fake softness
Donors underpaid or taken advantage of
Factory workers in poor, unsafe conditions

This wasn’t the exception. This was the norm.

I Couldn’t Be Part of It

As a stylist, I knew my clients deserved better. As an educator, I knew the next generation of stylists deserved honesty. And as a human—I couldn’t stand behind something that caused harm just to turn a profit.

So I made a decision: if I couldn’t find a brand that reflected my values, I would create one.

Building LIVD IN With Integrity

I spent years developing LIVD IN Hair Co.

I partnered with a trusted, family-owned factory in China. Their team shares my commitment to ethical sourcing, fair trade practices, and clean manufacturing.

Together, we created a system that puts integrity first:

Verified, fair pay for hair donors
Safe working conditions and on-site housing for workers
Cold bleach processing to preserve strength
Zero acid washing or silicone masking
Cuticle-intact, aligned Remy-quality hair
True-to-tone colors designed for stylists who color

More Than Just Extensions

This isn’t just a product line. It’s a belief system. It’s about raising the standard, giving stylists the truth, and offering a boutique alternative to mass-produced extension brands.

We also created something that’s rare in this industry: a hair repurposing program.

Extensions in good condition are repurposed into wigs for children experiencing medical hair loss.
Extensions beyond repair are transformed into hair mats for environmental cleanup.

Because every strand should have a purpose. And every brand should take responsibility for its footprint.

Stylists Deserve More

Stylists don’t need another brand with vague claims and flashy packaging. We need education. We need clarity. And we need products that reflect the high standard of work we deliver every day.

“Stylists deserve products they can trust—products that perform, that last, and that reflect our values.”

Why Now Matters

We’re in a pivotal time. As trade restrictions shift and global sourcing becomes more complex, stylists are seeking reliable, North American-based brands they can trust.

LIVD IN is a Canadian-owned brand created to meet that need—head-on.

This Is My Promise to You

LIVD IN is built on a foundation of honesty, performance, and sustainability. Every tool, every weft, every class—designed by a stylist, for stylists.

Whether you’re just starting your extension journey or are a seasoned expert searching for something better—I’m here to support you.

Let’s raise the bar together.

Together we rise: empowering stylists, creating change.— Rachelle McMann, Founder, LIVD IN Hair Co.