Wella Announces the Finalists of Wella Trend Vision Awards
This year’s awards centered around the Monochromatic trend, which is rooted in minimalism and intentional by design.
by Anne Moratto
Maria Nila Launches Brighter Times Bleach Collection
Brighter Times becomes the Swedish-produced hair care brand's first bleach treatment.
by Staff
August 24, 2021
2 min to read
Maria Nila has expanded its extensive salon portfolio with the introduction of its first bleach collection, Brighter Times, formulated with healthy, effective vegan ingredients. With its at-home care component, Brighter Times is the perfect blend between in-salon treatment and at-home care.
Step 1: In-salon treatment
The Brighter Times treatment begins with an in-salon bleach treatment:
Balayage Bleach Powder, a professional bleach treatment developed for balayage and free-hand technique
Silver Bleach Powder, a professional bleach treatment with added violet pigments for a cooler result
Five developers that each can be used with either the Balayage or the Silver Bleach Powder and are available in 6 volume, 10 volume, 20 volume, 30 volume, and 40 volume
Step 2: At-home treatment
The Brighter Times difference is the post-care Silver Shot, a 2oz violet-pigmented finishing treatment that clients apply at home to nourish their hair and prolong color vibrance between salon visits. With a low pH of 3.5, Silver Shot neutralizes golden tones, closes the cuticles and prolongs the result.
"As the industry evolved during this past year, consumers took to treating their hair at home, which involved trying to perform in-salon treatments themselves," says Thomas Barka, Maria Nila CEONorth America. “With this, clients began investing even more in a hair care routine and became vigilant of their hair’s needs. Our 100% vegan and cruelty-free Bleach Collection invites clients back into the salon for a professional service but sends them home with a Silver Shot after-treatment that will nourish, protect, and nurture their hair— the core purpose of Maria Nila.”
Maria Nila’s mission is to make a difference where they can by contributing to social responsibilityand creating sustainable awareness, which is why all of Brighter Times packaging, like that of the brand's other products, is climate-compensated. The brand is certified by PETA, Leaping Bunny, and The Vegan Society.
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