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Embrace your individual hair texture

The new co-created Hydrate products specifically designed to 
enhance the most diverse natural textures


We are celebrating ultimate hair inclusivity with three new high-performing products that provide deep hydration, definition, smoothness and shine. The products that provide deep hydration, definition, smoothness and shine. The products have been created to meetin textured hair consumers' needs of expert solutions to discover and embrace their authentic texture. All three products are formulated with sustainably-sourced Murumuru Butter and Linseed Oil, both known for intense moisturising properties, protection against sun damage and heat, as well as improving the elasticity of the hair.


The new products were co-created with curl expert Evan Joseph, owner of curly hair salons "Evan Joseph Salons" in Columbus & San Diego, which are named one of Elle Magazine's Top 100 Salons. His expertise and passion for textured hair and the movement towards hair authenticity enabled us to create products that are specifically tailored to answer the needs of diverse, modern, textured hair types.


- It's a lightweight water-based serum
- Reduces frizz & smoothens hair surface
- Doesn't overburden
- For soft curl definition

Usage Detail:
- Developed to define curls, reduces frizz, smoothens the hair, and enhances the natural shine.
- Apply a small amount of serum to damp or dry hair and work through lengths and ends. Repeat as needed


- It's an intense nourishment
- Rich formula that deeply moisturizes and increases manageability
- Enhances the natural shine
- Leaves hair lightweightand silky-soft
- Defines curls
- Reduces frizz

Usage Detail:
- Recommended for normal to coarse, curly to ultra coily, normal to multiple colour treated hair.
- Smooth the required amout through lengths and ends of clean, damp hair. Leave in for 5-10 minutes. Rinse throughly.
- Add any of the existing Essences to enhance the effect


- It's a curl definer that accentuates the curl shape with no crunch effect
- Medium hold for waves, curls & coils
- Lightweight formula with jelly consistency, easy to apply
- Deeply hydrating the hair
- Helps to protect hair fro humidity
- Reduces frizz
- Smoothens hair surface

Usage Detail:
- Developed to highly define curls, reduce frizz, smoothen the hair and enhance the natural shine.
- Apply generously to damp hair for moisture and control. Distribute evenly from roots to ends. Do not rinse