PHYTO was conceived by celebrity hairdresser Patrick Alès, long before the emergence of environmental awareness and botanical hair care trends. It all started when Patrick Alès was a salon apprentice in Paris during the 1950's. He noticed that chemically-laden products were taking a serious toll on the hands of the hairdresser's and the hair of their clientele. The first seeds of his idea for a much gentler, less harmful range of hair products were quietly sown. Fascinated by nature, he decided to study the power of plants, their history of use in traditional medicine, and the role they might play to reveal hair’s natural beauty. It was finding ways to rescue his clients’ dry, bleached-out locks in the sixties that inspired his first products: HUILE D’ALÈS and PHYTO 7. In 1965, Patrick Alès presented PHYTO to the public along with the opening of his very own salon near the Champs Élysées, still open today, where his A-list clients such as Brigitte Bardot, Catherine Deneuve, and Jacqueline Kennedy Onassis became beneficiaries of his new botanical hair care brand.PHYTO WAS BORN. It was an instant smash on a worldwide scale.