About Us

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Our Story

“The most beautiful things are found in the simple.”

In 2010, a group of hairdressers, fashion designers, tastemakers, and beauty insiders gathered in Newport Beach, California with a shared vision: to create something missing in the beauty industry. Something elegant and sophisticated that did not harm humans or the environment. Something formulated with the most cutting-edge technology and highest-quality ingredients that didn’t cut corners. Something beautiful and simple with superior functionality.

From that vision, Number 4 High Performance Hair Care was born. Inspired by the timeless beauty of French style and culture, Number 4 is more than just hair care—It’s a story, an experience, a brand you’ll fall in love with.

Manifesto

Our collection was founded with the mission to develop an elevated hair care line that sets the standard for excellence with three key pillars: Experience. Performance. Fashion. We take a sophisticated, artistic approach to creating high-performance products with an extraordinary sensorial experience.

By combining nature’s finest ingredients, best-in-class technology, and forward-thinking innovation, we transform your hair into what it should be - healthy and luxurious with styles that define new boundaries.

We take hair care seriously, not ourselves.
That’s what we believe in. That’s what we live for.

OUR FORMULAS

"Tell me a lesson and I will learn, tell me the truth and I will belive. Tell me a story and I will keep it in my heart forever."

A NOTE FROM OUR FOUNDER

From the time I was a small child, I always dreamed big. I aspired to be a teacher, a businesswoman, a hairdresser, a marketer, a storyteller. I found myself in the beauty industry, where I could be all these combined. I’ve always had a deep love for fine fragrance, timeless design, classic style with a twist, and finding beauty in the everyday moments. And, of course, having fun along the way.

Number 4 is the result of passion, community, and all that I cherish. It’s a brand designed to deliver a multisensory experience that captivates the imagination and performs at the highest level. It’s about seduction and comfort, inspiration and evocation. Modern in its form but rooted in vintage craftsmanship, Number 4 is both original and timeless—something that can be loved and passed down for generations.

I invite you to experience Number 4 through all your senses—sight, touch, sound, smell, and yes, even good taste. Enjoy, darlings.

Toni Wells
Founder/Director

Inspired by French Style and Culture

Each one of our four collections are inspired by a special moment and neighborhood in Paris, France. Each has its own seasonal inspiration, sophisticated signature fragrance, and a whimsical story to tell.

Essential

4ème. Le Marais.
Lumiere d’hiver is the result of a clear winter sunrise, where I stood watching its radiance with downy feathers floating from the loose curls on my hair. Our wispy troupe was wending its way home in a particularly poetic state of dishevelment. Ending a night that would be remembered quite beautifully.

Style

6ème. Saint Germain-des-Près.
Jour d’automne was inspired by a poem, a painting, and a fall afternoon as the time changed and the yellows, greens and browns of fallen leaves surrounded my window, somehow strange and poetic, somehow inspiring and timeless all at once.

Volume

7ème. Palais-Bourbon, Central Paris.
Fleurs de Temps was inspired by
a Sunday morning walk to the Rue Cler market. Springtime, with colors blossoming by the riverbank, the sweeping expanse of sky above, wind blowing in my hair, and the aroma of a timeless flower.

Moisture

16ème. Bois de Boulogne, Trocadero.
L’eau de Mare was inspired by a decadent summer pool party. Wearing a white ruffled dress and strappy sandals, with sultry hair, there I celebrated the beauty, simplicity and the hedonism of an intimate conversation while bathed in sunlight.