Publicado el :
03/09/2022 10:05:27
Categorías :
silky long-lasting straightness
Published: 03/09/2022 10:05:27
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A cascade of smooth and shiny hair, enhanced by a central parting or a geometric fringe. A comeback of 90’s styles, a look we’ve once again fallen in love with. That is why pH Laboratories has defined the Pure Straight line, dedicated to all those women who wish to gain a super smooth and shiny texture, starting first and foremost from curly or wavy hair.
Straightness with no compromises, but in a gentle manner
The Pure Straight treatment has been formulated to straighten, tame and improve combability: frizzy hair is tamed, cuticles are sealed thus eliminating the effects of humidity and thanks to the protective film the treatment creates on the hair, the structure of the stem is strengthened. Combability improves, shafts are more tamed for longer. Brittle and dull hair becomes shinier thanks to the hydrating action, gaining bounce and softness. Thanks to its features, Pure Straight is suitable for all hair types, with special attention for curly, wavy or frizzy hair.
A formula which acts deeply
Three ingredients grant the effectiveness of the treatment. Macadamia oil– rich in hydrating, regenerating and elasticising substances– is perfect for combating frizziness, as it nurtures dull hair, and counteracts the formation of split ends. Soy carries out a protective, filming and antioxidant action. It is in fact capable of sealing cuticles and strengthening the hair fibre, which is therefore bouncier and shinier. Finally, glyoxylic acid acts as a straightening agent deeply penetrating the hair. Its fragrance makes the Pure Straight experience even more pleasant: floral and fruity, it opens with sparkling notes of bergamot, is rounded at its heart by jasmine and lotus flower and finally warms up at its base with woody vanilla and white musk notes.
Perfect straightness in the salon and at home
The ritual in the salon starts from an alkaline shampoo, which prepares the hair for the following steps by gently cleansing it. The treatment then foresees the application of a straightening cream, to smooth the hair and the mask, which, thanks to its acidic pH completes the process protecting the hair from humidity and leaving it soft, silky and tamed. To guarantee the effectiveness of Pure Straight, it is recommended not to wash the hair in the following 72 hours, avoiding overly humid environments, heat sources or styling products.
The effects of Pure Straight can be maintained for long thanks to the products in the line that carry out a specific action: the post-treatment shampoo, devoid of sulphates, cleanses gently and maintains the smooth structure of the professional treatment in the salon. The acidic pH keeps cuticle scales on the hair sealed making it “humidity proof”. The mask, which only requires 5-minute-long processing, contributes to sealing the cuticles and maintaining shafts soft and tamed.
