Meet The Founder: Allie Cameron of HINU

At Wild & Cruelty Free, we are passionate about celebrating brands that honour self care rituals, nature’s wisdom and compassionate beauty.

Today, I am beyond excited to introduce you to Allie Cameron, the founder of HINU. Her best-selling Hair Growth Oil has single-handedly transformed my hair, promoting new growth and restoring the health of my locks, while also becoming a hero in my hair and self care routines.

As an official stockist of the HINU Hair range, I couldn't be prouder to bring these beautifully crafted, cruelty-free and spiritually grounded products to our community.

But HINU is about so much more than hair. In this interview, we sit down with Allie to learn about her personal journey, the soulful meaning of hair care and how she envisions self care as a form of spiritual empowerment.

 

W&CF: Allie, thank you so much for joining me. I always love hearing the origin stories behind a brand, those first sparks of inspiration and how an idea is brought to life. Can you share the moment or experience that first sparked the idea for HINU and what it felt like to bring this vision into the world?
Allie Cameron: HINU was born from a deeply personal place. I was going through a time of intense stress, overworking and completely undernourishing my body and spirit. My hair began falling out, and it felt like a physical expression of how depleted I had become. I started researching traditional methods of care and found myself drawn to ancestral hair rituals, especially the practice of oiling. It felt grounding, intimate, and sacred. I began blending my own oil using ingredients that resonated with me both energetically and scientifically. It started as something I did for myself in those quiet moments of repair, and then I began sharing it with close friends. To see it evolve into something that touches others in such a meaningful way has been incredibly humbling.

W&CF: What does the word 'HINU' mean and how does it reflect the spirit of your brand?
A.C: HINU means “oil” in Māori. I chose the name as a way to honour my own heritage and to acknowledge the deep cultural importance of oiling practices across many indigenous traditions. It’s a simple word, but it carries the essence of what HINU is—a return to nature, to reverence, and to ritual. It reminds us that beauty can be sacred, and that care can be slow, intentional, and rooted in something much older than just a trend.

 

W&CF: Many see hair oiling as just a beauty routine, but you frame it as a sacred ritual. Can you tell us more about the spiritual significance hair holds for you and how HINU invites people to slow down and reconnect with themselves in a deeper way?
A.C: Hair is an extension of our nervous system—an energetic antenna, a memory keeper. In many cultures, it's seen as a vessel for spiritual strength, connection, and identity. For me, oiling my hair is less about appearance and more about presence. It’s a moment of stillness, of touch, of care. HINU invites people to create space for themselves, even if it’s just a few minutes. That act of tending to your own roots—literally and metaphorically—is powerful.

W&CF: There are so many hair growth treatments on the market, many of which I know don’t live up to their claims. Did you face any challenges launching HINU in such a saturated space and what do you feel truly sets HINU apart from other hair growth oils?
A.C: Absolutely. It’s easy to get lost in the noise of marketing and miracle claims, and I was very clear from the start that I didn’t want HINU to be part of that. I wanted it to be honest. Every ingredient we use has a reason—no fillers, no fluff. What sets HINU apart is its integrity. It’s not just a product, it’s a practice. It was created with deep intention, rooted in tradition, and supported by real results. And our community feels that.

 

W&CF: Your ingredients are carefully chosen and deeply rooted in nature. How do you approach formulating products and what values guide your ingredient selection?
A.C: I choose ingredients with a blend of intuition, ancestral wisdom, and science. I look for botanicals that have been traditionally used for hair health across cultures—plants like rosemary, bhringraj, and amla. I don’t rush formulation; it takes time to create something that feels aligned in every way. Sustainability, purity, and efficacy are always at the core.

W&CF: I really love that your product range is small, intentional and so thoughtfully curated, it feels like every item has a purpose and complements the others beautifully. Can you share your philosophy behind creating such a considered collection and how you decide what belongs in the HINU ritual?
A.C: Thank you—that means a lot. I’ve always believed less is more. Our collection is built around simplicity and purpose. Every product exists because it serves a function in the ritual: cleansing, nourishing, stimulating, or grounding. I want people to feel they’re using something timeless, not just following a trend. It’s about building a relationship with your hair and yourself—not constantly chasing the next thing.

 

W&CF: You recently visited Japan and returned with the most beautiful wooden combs. Can you share more about your experience, their cultural traditions or teachings and the significance that hair holds in Japanese culture?
A.C: That trip was deeply moving for me. In Japan, there’s a respect for craft that I find so inspiring—everything is done with care and longevity in mind. I was drawn to the boxwood combs made in a family-run workshop that’s been operating for over 100 years. In Japanese tradition, combing the hair is seen as a form of purification—both physical and spiritual. It’s a way to untangle not just knots, but the stress of the day. Bringing those combs into the HINU ritual felt like a way to honour that intention.

W&CF: Before using HINU, I had never considered hair a significant part of my self care practice but now it is a step I cannot live without. What advice would you give to someone who is wanting to incorporate hair oiling into their routine? Are there any specific techniques or tools that can support them in this ritual?
A.C: I love hearing that—it’s exactly why I created HINU. My advice is to start simple. Warm a few drops of oil in your hands and take your time applying it to your scalp with gentle pressure. Let it be a moment of connection, not just a task. A wooden comb, Jade Comb or Scalp Massager, can help distribute the oil and stimulate circulation. Leave it in for at least an hour—or overnight if you can. Make it a ritual that fits into your life, not another to-do.

W&CF: When you're not working on HINU, what are your favourite self care rituals or practices that help you stay grounded and inspired?
A.C: Nature always grounds me. Even just a walk barefoot in the grass shifts something in me. I also love bathing rituals—salt, herbs, silence. I try to carve out moments in the day where I can just breathe and come back to myself, especially when things feel fast. Slowness is where I find inspiration again.

 

W&CF: Finally, what legacy do you hope HINU leaves behind in the beauty world and in the hearts of everyone who experiences it?
A.C: I hope HINU reminds people that beauty isn’t something we need to chase or fix—it’s something we can return to within ourselves. I want it to feel like a breath, a remembering. That even in a world that asks us to be constantly productive and polished, there is power in softness, slowness, and care. If HINU helps even one person feel more connected to themselves then it’s done its work.

W&CF: Thank you so much for chatting with me Allie, I have loved learning more about your and HINU x