- Photo: ELIXIRME Beauty

Photo: ELIXIRME Beauty

ELIXIRME BEAUTY introduced the new formaldehyde‐free Vegan Smoothing Treatment Service, a frizz and curl reducing system. Made in Brazil, the cream formula leaves clients’ hair smooth and shining for up to 3‐5 months. Frizz is reduced by about 70%, while curl reduces by about 50%, leaving hair with a hydrated texture and shine.

According to Hassan Dummar, founder and president, stylists have been looking for what they call a ‘healthier and longer lasting smoothing experience for their clients.’ He now envisions the growth of this service to double in 2022 from last year, both in client demand and stylists’ revenue… from straightening to ‘vegan smoothing’ for all hair types and ages.

"Until now, our industry has been lacking a high performing hair smoothing treatment in a more gentle, formaldehyde‐free formulation," said Dummar. "Our professional vegan formula supports stylist skills and artistry with smart science, while offering salons a faster and more profitable service with after‐care product retail revenue. At ELIXIRME BEAUTY, it’s all about the shine for all hair types …and all about the smooth for the many clients preferring more control over curl and unwanted frizz.”

 - Photo: ELIXIRME Beauty

Photo: ELIXIRME Beauty

The Vegan Smoothing Treatment Service is the newest addition to the ELIXIRME BEAUTY system of after‐care haircare, smoothing and styling products. All formulations help to reduce split ends, seal the hair cuticle, extend the life of the hairstyle, reduce frizz, and control curls for all hair types.

With a brand slogan of ‘Shine Everyday,’ the product line features formulations infused with marula oil, avocado, and sweet almond oils, plus vitamins and proteins that hydrate, strengthen, and protect hair. Products are sulfate, paraben, and cruelty-free.

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