Paul Mitchell's Awapuhi Farm: Understanding the Brand's Cultural Roots

The John Paul Mitchell Systems Awapuhi Farm, A Hawaiian Love Story
Awapuhi ginger, also nicknamed “shampoo ginger,” is not only the key ingredient in Paul Mitchell’s Wild Ginger haircare products—it’s the beginning of a story. The tropical plant’s rosy flower bud, hugged by leafy stems, has become a symbol of the brand’s cultural roots and an expression of sustainability and natural beauty.

A few miles off the grid and away from the coast of Hilo, Hawaii, BTC and other Hawaii Seminar 2019 attendees were greeted by the iconic "Awapuhi Farm" sign. Here's what we discovered in…