Boasting a first-of-its-kind launch, EarthKind has introduced its Elasticity Bar – a pre-wash hair treatment mask designed to restructure, restrengthen and recondition hair where it needs it most.
Formulated to improve the elasticity of all hair types, but particularly those in need of a deeper, more intensive treatment, the innovative Elasticity Bar employs two types of protein: elastin, which gives resilience and elasticity to the hair; and a multifaceted wheat amino acid-based complex which adds moisture to the hair and helps increase its strength.
These proteins are combined with amino acids and conditioning ingredients including organic olive oil, organic coconut oil, castor oil and macadamia butter to create a ‘supercharged conditioning treatment’ which penetrates deep into the hair.
The bar is formulated to be used as a pre-wash treatment and can be left in the hair for an hour, several hours or overnight.
“If I told you that when you are kind to your hair, it could be flexible enough to be twirled and curled without damage, elastic enough to stretch up to 30% of its own length without breakage and strong enough to hold the weight of six, large BMW cars, would you believe me?” posits brand founder Tony Maleedy.
“When talking about elasticity, think about your hair being made up of billions and billions of tiny elastic springs in every strand. It’s these springs which give the hair stretch and flexibility but, if those springs break, so does your hair. That’s why we’ve created the Elasticity Bar to act as a conditioning oil that keeps those springs well maintained and working to prevent damage.”
As with all EarthKind waterless beauty products, the bar is free from silicones, sulphate and plastics.
