Days of Dirt is more than a hair product. It is the distilled philosophy of lived experience, recovery, and the belief that transformation begins with how we see ourselves.

The brand was created by celebrity hairstylist Jason Schneidman, whose career spans more than four decades at the highest levels of beauty and entertainment. But before Days of Dirt became a Hollywood staple, Schneidman’s life took a far more personal turn. Twenty-one years ago, struggling with drug and alcohol addiction, he reached a breaking point and made the decision to get sober. That commitment not only changed his life, it reshaped his purpose.

In recovery, Schneidman rebuilt his career into one of the most respected in Beverly Hills and Hollywood, traveling the world and working with nearly every major name in entertainment. Yet no matter how high his career climbed, staying grounded remained essential. Giving back was not a side project. It was part of his recovery.

Alongside styling celebrities, Schneidman continued cutting hair on the streets for people experiencing homelessness due to drug and alcohol addiction. These moments became the foundation of his personal mission and later, the inspiration behind the California Born Foundation, his nonprofit initiative focused on restoring dignity, confidence, and opportunity through something deceptively simple. A haircut.

The idea is rooted in experience. A haircut can change how someone feels walking down the street, walking into an interview, or walking back into society. For many, it is the first step toward believing that a second chance is possible. Through the foundation, Schneidman works directly with detox centers, rehabs, and sober living programs, helping fund recovery efforts and building a community aimed at getting people off the streets and back on their feet, one person at a time.

That same philosophy carries into Days of Dirt, the brand’s hero and namesake product. A matte hair grooming cream designed for all hair types and everyone, Days of Dirt challenges the idea that freshly washed hair is the goal. Schneidman has long believed that hair looks better lived in. After a few days, hair naturally develops texture, separation, and movement, especially for wavy and curly hair. Days of Dirt recreates that effect instantly, giving clean hair the effortless, broken-in look without stiffness or shine overload. The formula delivers touchable texture and a subtle, beachy coconut scent that feels unmistakably California.

What began as a product Schneidman wanted to use on his own clients quickly became a cult favorite. Days of Dirt is now used throughout Hollywood, embraced for its ability to make hair feel real, wearable, and authentic. To bring that spirit to life visually, the brand partnered with Josie Canseco), whose effortless beach hair perfectly captures the lived-in aesthetic at the heart of the brand. The campaign also features Shea, a working actor whose journey from living in his car to rebuilding his life mirrors the deeper message behind Days of Dirt and the California Born Foundation: transformation is possible when opportunity meets belief.

At its core, Days of Dirt is not about perfection. It is about texture, reality, and progress. It reflects Schneidman’s conviction that confidence can be rebuilt, identity can be reclaimed, and lives can change through small but meaningful acts.

This is just the beginning. With every product sold and every haircut given, Days of Dirt continues to support a larger mission. Changing lives, restoring confidence, and proving that sometimes, the first step forward starts in the mirror.