The brand says there’s a growing demand from consumers who are embracing their natural hair.
Haircare brand Oribe has announced the launch of two new products specifically formulated for grey, white and silver hair. Joining the ‘Silverati’ family are an illuminating treatment masque and an illuminating pomade.
In a release, the brand says the new launches comes as more consumers “are choosing to embrace their natural hair colour and texture” which has in turn created “demand for products that nurture and enhance grey, silver and white shades.” In addition to their shine properties, the new launches are also packed with ingredients to help restore strength and elasticity, as well as hydration.
We spoke with Yasmin Mortazavi, the marketing and category manage for Oribe Canada, who said that the line was formulated specifically to help protect aging hair from environmental aggressors and discolouration, specifically the yellowing of the strands. “Oribe carefully crafts every product to treat specific hair needs and concerns. In the case of aging hair, key ingredients are used to prevent dullness, yellow tones and loss of elasticity,” she tells us. “For example, Arctic Root Extract helps restore and maintain elasticity to improve the texture of aging hair; Snow Mushroom Extract instantly hydrates and helps maintain the natural moisture barrier of hair and scalp; Argan Oil adds lightweight shine, softens wiry, brittle hair and helps protect from breakage; European Silver Fir Extract intensely hydrates to protect against pollution and free radical damage while preventing the signs of premature aging and a blend of blue and silver pigments brightens grey, silver and white hair, eliminates yellow tones and helps prevent discoloration.”
Both products are also dermatologist-tested, free from parabens, sulfates and sodium chloride, as well as being vegan, cruelty-free and gluten-free. The line hits counters across Canada and Oribe.com this month.