Origins

OOEDN (Out of Eedun) was born from the idea of the Garden of Eden, the beginning of life, youth, and choice. To us, Eden isn’t the past, it’s the start of something new. OOEDN is the beginning of a new kind of beauty: one that belongs to all of us, not just some of us.

About Us
About Us

Purpose

From the start, our purpose has been clear: to create what doesn’t exist yet.


The beauty industry has long been built behind closed doors. Labs and marketers deciding what the future looks like. We wanted something different: a new beginning where innovation flows from the bottom-up, not the top-down.


That’s why we created First to Eedun (FTEDN) The first program where you, not just brands or labs, help shape the future of beauty.

The Beginning: Scalp Milk

Our first product, Scalp Milk, was seeded by the voices of over 200 Eeduners. Their message was clear:

“Why do I put five serums on my face, but nothing on my scalp or hair to protect it?”

“I want something anti-aging for my scalp and hair.”


After four years of research and development and 65 formulas later, Scalp Milk arrived, the first step toward a future where your scalp is cared for the way your skin always has been.

Daniel Villano
Daniel Villano
Scalp Milk
Scalp Milk

Founders

OOEDN was built by two co-founders with one shared belief: that beauty can begin again.

Daniel Villano spent years developing and testing formulas until Scalp Milk was finally just right.

Lauren Fodera, his closest collaborator and friend, made sure that vision came to life. launching, storytelling, and building the brand with creative energy and relentless drive (because Daniel would’ve perfected forever).


Together, they’re building not just a brand, but a movement. And they won’t stop.

Join the FTEDN Movement

FTEDN (First to Eedun) is our community‑driven innovation hub. Co‑create the next generation of hair care—built from the ground up with the people who use it.

Ready to make your mark? Let’s shape the future of beauty together.

Join FTEDN Now