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In 2012, Bona Fide developed and released the first product, the Superior Hold. The goal was simple: create a hair product that worked under a brand name that would dictate every aspect of how it would run a business, Bona Fide. Since the beginning, Bona Fide had take this approach very seriously. From them, you will never see outlandish claims like “my pomades are the best in the world” or “I’m revolutionizing the hair industry” because what works best for some might not for others and ANYONE who tells you they’re revolutionizing anything in the hair industry is trying to sell you something you don’t need. Through and through, Bona Fide is transparent, honest, and everything I do is in “good faith” which is what the latin phrase bona fide means.