Industry News

CURE by Chiara: Personal Struggle Inspires Beautiful Product Trio

Anne Moratto | November 25, 2014 | 4:26 PM

After a battle with breast cancer, I.C.O.N.’s Co-Founder/Creative Director and Product Developer Chiara was inspired to create a professional hair care line to help heal and manage all textures of hair; especially strands altered by the effects of chemotherapy and radiation. CURE by Chiara is I.C.O.N’s expansion of its hero product, CURE Replenishing Spray.

 After a yearlong battle that included a double mastectomy, aggressive chemotherapy, radiation and multiple reconstructive surgeries, Chiara developed the Recover Shampoo and Double Body Serum to manage the noticeable change in her hair texture. “The chemicals my body consumed to treat the disease changed both my hair texture and manageability,” says Chiara.

Retailing at $95 for the trio,  CURE by Chiara active ingredients include: color-protecting Prodew 500, strengthening Quinoa and Tripeptides, breakage reducing extracts, moisturizing Aloe, soothing and shining Silk Protein, smoothing Panthenol, elasticizing Pro Vitamin B-5 and hair loss preventive B-3.

I.C.O.N. has aligned with Stop Cancer to attach as its beneficiary, donating twenty-percent of all its proceeds. “Long before I was a survivor, I was an advocate for the cure, life made sure of that,” Chiara expressed. $150,000 has been raised in research grants through Stop Cancer and I.C.O.N.’s “Cure For A Cause” partnership to date. Stop Cancer was chosen specifically on account of their relationship with UCLA’s Jonsson Comprehensive Cancer Center, where one dollar in-kind donations are matched to every dollar raised to pay for utilities, researchers, materials needed and building expenses – everything needed for research.

 I.C.O.N.'s products are sold in professional salons across the continents.

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