Sea to Scalp: Why Sustainable Ingredients Are The Future of Beauty with Lynn Power, Masami Haircare
On this week’s episode of The Wild Party Podcast, we sat down with the brilliant and bold Lynn Power, former advertising executive turned beauty industry disruptor and the Co-Founder of MASAMI Haircare, a premium vegan haircare brand rooted in Japanese ocean botanicals. Lynn is also the visionary behind the Conscious Beauty Collective, a group of 60+ clean indie beauty and wellness brands making waves together in a very crowded market.
Leaving Corporate America to Build Something Beautiful
Lynn spent 30 years in the advertising industry, working with the biggest names in the business, BBDO, Ogilvy, J. Walter Thompson. But the further up the corporate ladder she climbed, the more disconnected she felt from the creative, brand-building work she loved. “I didn’t want to sit in finance meetings every day,” she told me. “I wanted to make something that actually mattered.”
So, she did what few dare to do, she left it all behind. After consulting with startups and reigniting her passion for fast-moving, impactful brand work, she met her MASAMI co-founder, James, and his husband Masahiro, who introduced her to a powerful, natural ingredient called Mekabu. MASAMI was born.
Mekabu: The Ocean Botanical That Changes the Hair Game
Mekabu is a nutrient-rich root of Wakame seaweed, traditionally used in Japanese beauty rituals for centuries. It’s known for its hydration-boosting properties without the heaviness that plagues most moisture-rich products. That’s exactly what Lynn and James were after: a product line that solved the number one hair concern, hydration, without sacrificing volume, shine, or clean ingredients.
The MASAMI line includes shampoo, conditioner, a lightweight styling cream, and a shine serum, all infused with powdered Mekabu for maximum potency. Unlike most hydrating products that rely on heavy extracts or oils, MASAMI’s formulas are designed to be weightless and deeply nourishing. The results? Soft, shiny, frizz-free hair that actually lasts and you only need to use a tiny amount.
A Business Built on Values, Not Just Volume
Lynn didn’t just want to create a great product, she wanted to build a values-driven brand from the ground up. MASAMI is vegan, cruelty-free, color-safe, made in the USA, and committed to sustainability in a way that extends beyond packaging. She launched the MASAMI Institute to support ocean research in northeast Japan, where their Mekabu is ethically harvested. “We’re taking from the ocean, so we believe it’s our responsibility to give back,” she said.
Sustainability is a work in progress, Lynn admits. From refillable ceramic bottles to finding better options for 2 oz travel sizes (she’s on the hunt for aluminum!), her team is constantly exploring new ways to reduce plastic and improve operations. She’s also quick to point out that consumer behavior has to evolve, too: “People say they want to be more sustainable, but the follow-through doesn’t always happen. Education is everything.”
Cancer, Consciousness, and the Courage to Keep Going
A year after launching MASAMI, Lynn was diagnosed with a rare, aggressive form of breast cancer. “It was like giving birth to a business and then suddenly being bald,” she told me. The experience forced her to pause, reflect, and prioritize her health and it gave her a renewed sense of purpose.
“I’ve always believed in clean beauty, but cancer made it personal,” she said. “It reminded me how important it is to understand what we’re putting on our skin and in our bodies.” The experience didn’t slow her down, it sharpened her focus.
The Conscious Beauty Collective: A Community-First Approach
While recovering, Lynn launched The Conscious Beauty Collective, a network of indie beauty and wellness brands that collaborate through pop-ups, co-marketing, and resource sharing. The collective has appeared in cities like San Francisco, Boston, and Palm Springs, and now operates through “pop-ins” at spas, salons, and boutiques across the country.
“It’s not about competition,” Lynn said. “There’s enough beauty for everyone. It’s about abundance and helping each other grow.”
Educating the Next Generation of Beauty Buyers
One of Lynn’s biggest missions is education. From working with salons and stylists to speaking on podcasts like mine, she’s dedicated to helping consumers understand what’s actually in their products. “90% of beauty products still contain toxic ingredients,” she said. “Start with the basics like no sulfates, no parabens. From there, you can begin to make smarter, safer choices.”
Ready to Try MASAMI?
MASAMI is available at lovemasami.com, on Amazon, and in select salons and boutiques across the country. And good news The Wild Party Podcast listeners can get 20% off with code WILD PARTY.
So if you’re looking for hair care that’s clean, luxurious, and actually works, MASAMI might be your new go-to.
