Straight Wear is a smoothing system from Macadamia Natural Oil that combines safe ingredients with long-lasting results. OILS HAVE SOARED IN POPULARITY, both as stand-alone products and as the basic ingredient in hair care, styling and treatment lines. Macadamia Natural Oil has grown rapidly since its launch three years ago and company CEO John Fasan spoke to MODERN about the unique qualities of this brand.
MS: TELL US ABOUT MACADAMIA NATURAL OIL PRODUCTS.
JF: As a 25-year veteran of the salon industry, I have been involved with several brands. My goal is always to be a pioneer and, in the case of Macadamia Natural Oil it was to create a brand that represents the next generation of oils. The general market is always made better by new and innovative products that improve upon what already exists.
Macadamia Natural Oil products contain oil from the Macadamia nut which is light and easily absorbed. It closely mimics the body’s natural oil, so it provides better conditioning and is more readily penetrated into the hair.
Argan oil is great, but MNO products combine argan and macadamia oils to give stylists the next generation of oilbased products. MNO fits within the categories of hair care, styling and conditioning, but in May, we will be launching Flawless, a unique product that is really a category unto itself.
Flawless is a new multi-use product in a category of its own. Flawless is an aerosol that has the consistency of shaving gel and contains no surfactants. It cleanses, conditions, untangles and prepares the hair for blow-drying. Flawless also reduces drying time up to 50 percent by reducing water molecules so the heat from thermal tools penetrates faster. We’re excited because it is a great new innovation that is perfect for the shampoo bar, works on all types of hair and is great for color-treated hair.
In January, we launched our new straightening system Straight Wear. Straightening and smoothing systems are another category that has exploded. The chemists who worked on developing Straight Wear created a system that is totally safe with results that last up to four months.
MS: IS MACADAMIA NATURAL OIL AVAILABLE WORLDWIDE?
JF: In three years, the company has become an international success story that has captured the interest of stylists around the world. MNO is in 80 countries. In January 2011 we opened an office, warehouse and distribution center in Holland to service our European market. We also opened a new facility early this year in Chatsworth, California to serve North and South America and the Pacific Rim countries.