Happi sat down with Malibu C founder Tom Porter on the hair and skin care brand’s 40th anniversary. He discusses the brand’s humble beginnings as a small family business in the garage of his Malibu home, to being among the first manufacturers to harness ascorbic acid to solve a range of targeted issues affecting hair, scalp and skin.

Below, Porter takes us on a trip down memory lane to 1980s California and what’s on the horizon for 2025 and beyond.

Happi: Malibu C began in 1985. In what ways has the brand evolved in the past 40 years?

Tom Porter: For the past 40 years, the mission of the Malibu C brand has remained unchanged. I took on the responsibility of becoming the first manufacturer in the world to harness ascorbic acid (vitamin C) to solve a wide range of targeted issues affecting hair, scalp and skin. What has evolved over time isn’t our story; it’s the growing number of opportunities to share it, as education has always been at the heart of how we reach and serve others. Every team member over the past 40 years has played a vital role in Malibu C’s success. The most significant change in our personnel has been the growing number of individuals needed to meet the ever-increasing demand.

Malibu C has evolved from its humble beginnings in the bedroom and garage of our Malibu, California home, passing through more than a dozen major phases of development. Since relocating our headquarters from Malibu, CA to Indianapolis, IN in the 1990s, our growth has been remarkable, expanding from 15,000 square-feet to 30,000, and continuing steadily. Today, Malibu C encompasses an entire city block, housing our Malibu C labs, manufacturing, warehousing and education center across four buildings totaling well over 100,000 square feet, complete with parking lots and shipping bays for inbound and outbound logistics.

The internet was a game changer for Malibu C. We had a story to tell, and it gave us a powerful platform to do so. We needed to educate people about oxidation and introduce them to the concept of antioxidants and what that was. Malibu C was the first brand to align itself with the term “antioxidant.” I identified the audience that needed this message most: licensed professionals who work with oxidation daily—those who color hair or perform skin peels. Our mission became clear, but the challenge was reaching the world one salon professional at a time. That’s why we focused our efforts on trade shows and in-salon education, where we could connect directly and meaningfully.

As a new generation of licensed professionals came into the industry, salons began to truly embrace the internet. From the ground up, Malibu C built one of the very first websites in the beauty space and pioneered the industry’s first Affiliate Portal program. The internet became a powerful ally, allowing Malibu C’s message to reach a broader audience. We’ve always had the solutions for hair, scalp, and skin concerns. Now, people searching for those answers could find us more easily than ever. AI and digital platforms are increasingly recognizing Malibu C’s four-decade legacy of innovation and leadership within the beauty industry. What once was a journey of reaching one person at a time has evolved into connecting with hundreds daily.

Happi: What does this anniversary mean to you?

Tom Porter: The fact that the 40th anniversary coincides with my retirement as president/CEO of Malibu Wellness, Inc. and the Malibu C Brand stirs up several emotions. I have spent personal time focused on three words: reflection, confirmation and anticipation. I have spent a great deal of time reflecting on how lucky in I have been. As I look back on our 40-year journey with Malibu C, it all began as a classic American small family business, founded alongside my wife, Deb. With our one-year-old son Trevor, $5,000 in savings, and a bold vision to create products powered by vitamin C to improve hair, scalp and skin, we took our first steps. This time of reflection brings back countless memories—each one a reminder of how far we’ve come.

There’s a strong sense of confirmation that Malibu C has the best leadership I could ask for at this point in our journey. We made the conscious decision not to sell to a large corporation. Instead, we became an ESOP, giving employees the opportunity to benefit as shareholders. Now, everyone who uses, sells or represents Malibu C in any way can feel confident knowing they’re supported by a team of dedicated individuals who are personally invested in the company’s success.

Looking ahead, there’s a sense of anticipation for what’s to come which is truly exciting. True to our history, Malibu C has always emerged from times of change stronger and better than before. We’ve been thoughtfully preparing to reach more people than ever through our education and message—and the future feels brighter than ever.

Happi: Why did you settle on Malibu C as the best name that captured the brand’s ethos?

Tom Porter: Our first brand name in 1985 was C-Free as we were focused on using vitamin C to neutralize the oxidizer chlorine, found in pool and most tap water. Our theme was “Be Chlorine Free with Vitamin C.” Around 1987, we introduced Malibu Tanning Sorbet for the indoor tanning salon industry. It became clear that people could recall the name Malibu much easier than C-Free. Therefore, around 1988, we decided to change to Malibu C since the origin of the company was Malibu, California and we were promoting the use of vitamin C.

Happi: What are some of your bestselling products?

Tom Porter: Malibu C’s bestselling salon professional-only products have always been our award-winning Crystal Gel treatment and the line extensions that followed. Crystal Gel helps remove mineral and other buildup to prime the hair for any service. Line extension best sellers include CPR (Color Pigment Remover) which removes unwanted pigment as well as mineral and resin buildup, and our scalp-centric Head Lab Crystal Gel XL which uses our original science, enhanced with additional benefits for your scalp. Crystal Gel XL helps remove buildup from the hair and scalp and is a wonderful inclusion to any Head Spa service.

The bestselling Malibu C consumer products are the Hard Water Wellness Collection, Swimmers Wellness Collection, Un-Do-Goo >pH9 Shampoo and our new Head Lab Scalp Scrub. The Hard Water Wellness Collection includes Hard Water Wellness Shampoo, Conditioner and 4 Hard Water Wellness Remedy packets. This collection helps remove surface mineral buildup found in hard or soft water, brassiness and discoloration, protects against future mineral deposits, and is ultra-hydrating.

The Swimmers Wellness Collection includes Swimmers Wellness Shampoo, Conditioner and four Swimmers Wellness Remedy packets. This collection helps remove damaging mineral deposits left on the hair after swimming. It helps nourish, strengthen and protect while helping prevent damage and discoloration, including the dreaded ‘swimmers green’ hair that plagues those blondes who frequent the pool.

Malibu C Un-Do-Goo >pH9 Shampoo replaces harsh clarifiers. It helps remove resin buildup from styling products and helps restore shine, softness and manageability.

As the scalp and head spa categories grow, scalp-centric products are becoming wildly popular. The Malibu C Head Lab Scalp Scrub launched in 2024 and has quickly become a favorite. It provides deep exfoliation, soothing relief, enhanced circulation and it hydrates dry scalp.

Happi: Sustainability is an important component for the brand. For one, the brand prides itself on its biodegradable bottles. Tell me about Malibu C’s sustainability efforts and its EcoBlu packaging?

Tom Porter: One of the most disheartening aspects of manufacturing beauty products has always been the knowledge that we were contributing to long-term environmental waste—packaging that could take hundreds, even thousands, of years to break down, with the risk of polluting our planet’s most precious resource: water. In our early days, we used HDPE (high-density polyethylene) bottles, but in the 1990s, we shifted to PET plastic, which was a step toward being more environmentally conscious—though it still required centuries to fully degrade.

For 40 years, I remained committed to finding a better solution. Before retiring, I was determined that Malibu C would lead the way in packaging our liquid products in bottles not only made from recycled plastic but also engineered to break down much faster once disposed of. Today, we’ve achieved that goal. We’ve incorporated a special additive into our PET bottles during the molding process—one that allows microbes in landfills to break down the material much faster. In fact, Independent ASTM D5511 tests that represent biologically active landfills on representative packages have shown 60.6% biodegradation in just 388 days! This is one area of Malibu C firsts where I welcome competition! In my opinion, every plastic bottle should be required to include this kind of additive to ensure rapid, responsible decomposition in landfills if the bottle isn’t recycled.

Happi: Malibu C offers relief from damage tied to the sun, pool, hair bleaching and other environmental aggressors. How did the brand go about formulating the best chemists to create the products and what are some star ingredients?

Tom Porter: At the core of our research and product development was the goal of normalizing oxidation on the human body. By using vitamin C and other food-grade ingredients, we found a way to neutralize chlorine and remove minerals—eliminating the need for harsher substances like sodium thiosulfate, which had long been used in topical products, especially for swimmers. Our innovative approach involved altering the electrical charge of oxidizers and oxidized elements. This allowed us to use gentle, food-grade ingredients to effectively release these elements from the hair and skin, where they were otherwise bound like a magnet.

As the first company to introduce vitamin C-based products for the hair, scalp, and skin, Malibu C played a pioneering role in researching the unique challenges of using ascorbic acid—the chemical name for vitamin C—in topical applications. Through our work, it became evident just how unstable vitamin C is once it is exposed to any liquid, making formulation a true innovation hurdle. Prior to the introduction of Malibu C vitamin c products, the primary use of vitamin C for human health was internal, largely influenced by the research of Linus Pauling, a renowned American chemist and chemical engineer. The earliest commercial use of synthetic vitamin C began with tablets marketed to the public by Hoffman-LaRoche (now Roche), the first global supplier of mass-manufactured vitamin C. These tablets became available in 1935, but it wasn’t until the late 1940s that mass production and widespread marketing of vitamin supplements—including multivitamins—really took off. As the production of vitamin C expanded, new applications emerged, such as shelf-stable beverages like Hi-C, bringing the vitamin into the mainstream in new and unexpected ways.

Malibu C’s first chief chemist, Dr. Keith Ault, was a respected researcher and chemist at Ball State University and the founder of VitaChlor Corporation in Muncie, Indiana. He began studying vitamin C in the late 1970s—years before any commercial products were developed—working alongside a small team that included me as the founder of Malibu C. Through this early research, it became evident that vitamin C in dry forms—such as tablets, crystals, and powders—could deliver reliable doses of ascorbic acid. However, once mixed with liquid, the vitamin’s stability declined. It was theorized that vitamin C breaks down through six stages of degradation, ultimately converting into a sugar-like substance with little to none of its original antioxidant benefits. This critical insight led me (Tom Porter) to collaborate closely with the team at Roche, the world’s first mass producer of synthetic vitamin C, to deepen our understanding and guide future product development.

Happi: Any new product launches in 2025 and beyond or marketing partnerships of note going forward? What can current and prospective brand fans expect in the coming years?

Loretta Mottram, CEO: Malibu C is proud to soon unveil a new line of advanced products specifically designed for textured hair. These innovations focus on enhancing moisture retention, providing superior frizz control, and delivering lasting shine. By addressing the unique needs of textured hair, Malibu C continues its commitment to inclusivity and excellence in hair care.

In addition, Malibu C is introducing a revolutionary range of wearable hair care solutions, building on its legacy of antioxidant-infused products. These wearables are designed to help provide continuous protection against environmental stressors, ensuring optimal scalp health and hair vitality throughout the day. This innovation aligns with the growing trend of integrating wellness into daily beauty routines.

Lastly, in line with our dedication to sustainability, Malibu C’s upcoming products feature eco-friendly ingredients and packaging. We are also emphasizing personalized hair care regimens, allowing individuals to tailor their routines to their specific hair types and concerns. This approach not only meets consumer demand for targeted solutions but also fosters a deeper connection between the brand and its customers.

Happi: What makes your job the most meaningful to you?

Tom Porter: Solving problems for people around the world by harnessing the power of ascorbic acid—vitamin C—remains our core mission and the reason I wake up every morning feeling fulfilled. Malibu C products have not only improved quality of life for so many but also have revolutionized the beauty industry, raising global awareness about the impact of oxidizing chemicals—like chlorinated water—on hair, scalp and skin. With both my wife Deb and I holding Master’s degrees in Education, we built the Malibu C brand by educating salon professionals and their clients. Education has always been the heart of Malibu C, and that commitment continues today through our Malibu MetaVersity, offering access to valuable knowledge for both professionals and consumers alike.

Happi: What was the best piece of feedback you’ve received in recent months?

Tom Porter: As we approach Malibu C’s 40th anniversary, one of the most powerful realizations for me has been just how many “firsts” Malibu C has achieved—introducing groundbreaking ingredient technologies, creating entirely new product categories in the beauty industry, and pioneering digital innovations. We’ve been so focused on our mission that we rarely paused to reflect on the impact we’ve made.

Taking a moment now to step back and see the influence we’ve had—especially through the feedback and conversations shared across social media, where salon professionals and consumers help one another using Malibu C solutions—has been both gratifying and deeply affirming.