Just Keep Swimming with SOOO. Our brand was created around a simple idea: swimming should leave kids and families feeling refreshed, not weighed down by chlorine, salt, or harsh chemicals. Every SOOO formula is designed for after-swim care — gentle enough for daily use, tough enough to fight what pool water leaves behind. From our tear-free kids wash to our K-beauty inspired hair essence, SOOO is built for anyone who wants to keep diving in, again and again.