tough-on-the-hair styling practices that give them the look they
crave, but genetics didn’t provide.
“In an attempt to achieve beautiful looking locks, women today are assaulting their hair and scalp with more chemical and
thermal processes than ever before,” said James Grundy, an in-house chemist for Eufora, Vista, CA.
The salon professional brand’s new Beautifying Elixirs line
was developed as a product that would help to repair, restore and
protect the hair from these types of services.
“They blend some of the most exciting and advanced repairing and color protecting ingredients in our industry,”said Grundy.
For example, the base is Allplant Essence of Sage and Thyme,
not water, and products contain several specialty actives to help
repair, restore and protect the hair against the daily assaults from
UV and oxidation as well as chemical and thermal damage.
The Beautifying Elixirs line has two sets of shampoos and
conditioners—Moisture Intense and Bodifying—and both contain two patented technologies in Damage Cure Complex and
Vibrant Color Complex.
Damage Cure Complex works on the inner structure and outer
cuticle of the hair fiber. The proprietary
complex penetrates deep into the hair
shaft to repair damage, restore lipids,
amino acids and important nutrients
critical for strong, healthy hair. One of
the key ingredients is 18-methyl eico-sanoic acid, or 18 MEA, which replen-ishes the natural lipid in between the
scales of the cuticle, restores moisture
to the cuticle and protects the integrity of hair fiber and cortex from future
damage and creates shine.
According to Grundy, Eufora has
identified an ingredient that biologically mimics 18-MEA, which is found
naturally on the surface of the hair
through a covalent thioester linkage to
“Essentially, 18-MEA has a hydrophobic function on the surface of the
hair fiber that helps to align the hair
fiber while decreasing combing forces
caused by friction in both wet and dry
states,” he said.
Damage Cure Complex also contains several amino acids, peptides
and proteins that penetrate deep into
the hair shaft to help repair the damage caused by environmental, chemical and thermal processes.
“This is really important, especially
for color treated hair, as it helps to
repair the damage within the cortex allowing color to have
something to adhere to. You can try to protect the color all
you want, but if your hair is like Swiss cheese, color will not
Beautifying Elixirs’Vibrant Color Complex helps to pro-
tect hair color from oxidative and UV stresses to increase
luminosity and maintain hair color. It contains Chromaveil,
Brazil nut oil, polyquaternium 55 and antioxidants of green
tea and cranberry oil.
Salon brand Malibu C has rolled out Un Do Goo Shampoo,
a 100% vegan product that detoxifies hair by removing resins
from styling products and restores shine, softness and manageability without leaving hair feeling dry, as the brand says
can happen with other clarifying shampoos. An exclusive
sulfate-free, multifunctional surfactant technology delivers
a gentle, yet powerfully effective, shampoo formula, while
plant-based proteins help rebuild hair proteins that have
been depleted from resin buildup.
With chemical services and all kinds of salon treatments
in vogue, consumers look for ways to maintain the results of
these pricey processes.
To that end, Redken has developed
a shampoo and conditioner designed
to lengthen the results of Smooth Lock,
its two-step semi-permanent system
that gently and temporarily smoothes
strands for a sleek look that lasts up
to 10 shampoos. By using Smooth
Lock Shampoo and Smooth Lock
Conditioner (and Stay Sleek, a leave-in
cream) users can extend the service for
an additional three shampoos, according to the brand.
On the opposite side of the hairstyling spectrum, Redken also offers
Curvaceous, which is recommended for
hair types ranging from wavy hair of
type II to spiral curls of type VI (based on
the curl pattern scale created by parent
company L’Oréal). The range includes
a cream shampoo in a sulfate-free, low
lathering formula designed to gently
cleanse curly hair without removing
natural oil, and a conditioner that can
be used as rinse out or leave-in product.
Whether straight or curly, long,
strong locks are what most women
desire. To that end, Not Your Mother’s
offers Way to Grow Long & Strong
Shampoo and Conditioner, a duo “
designed to work synergistically by delivering essential vitamins, herbs and bioactive
Salon brand Eufora’s new Beautifying Elixirs line
has shampoos and conditioners that help repair,
restore and protect hair.