Supernatural Formulas by Ecoly offers refreshing product lines that allow the consumer to feel sexy, playful or classically chic. O'Rourke has a clear perception of how the information era affects human emotion. His goal is to inspire consumers and professional hairstylists through beauty and fashion. O'Rourke believes the flexibility of changing hairstyles liberates emotions and the imagination. Aside from being fashion-forward, Formulas by Ecoly products contain natural ingredients that provide nourishment, moisture and therapy for the hair.