Back of Bottle™ was created by Ray Civello, a stylist, educator, and industry leader.

Ray began his career at Toronto’s Rainbow Room, becoming a sought-after editorial stylist across North America and Europe. In 1985, he launched Civello, one of Canada’s first salon–spa–retail concepts, known for its integrated approach to service, education, and guest experience.

He later joined Aveda at the highest creative and educational levels — serving as VP of Education — helping shape the brand’s artistic direction and international educator network. Ray also founded Collega International, a broad ecosystem of salons, retail stores, and academies.

Across his work as a stylist, entrepreneur, and educator, Ray saw the same need repeated: haircare had become driven by marketing, not function.

BOB is his answer — a return to purposeful ingredients, performance, and formulas that are led by what they do.