Gail Federici, CEO of Federici Brands, LLC, creators of Color Wow, has a guiding mission: to create products to solve the beauty problems that are plaguing women everywhere. Widely recognized as a universal beauty complaint is the issue of hair loss and thinning, which can be attributed to everything from diet to stress to hormones. Federici, however, thinks that one cause may be traced back to something as simple as shampoos.

“Shampoos were originally developed simply to cleanse the hair and scalp and only contained ingredients to remove dirt and oils,” Federici says. “Over the years formulas started to become packed with ingredients that had nothing to do with cleansing. These ingredients do not easily rinse off.”  And, Federici maintains, they adhere to the hair and can impact the health of the scalp and possibly contribute to thinning and hair loss.

“It actually does not make sense to put ingredients into a shampoo that not only have nothing to do with the cleansing process, but actually, do the opposite,” Federici says. “We arrived at this ‘aha’ moment while we were developing the Color Wow range.  We couldn’t figure out why hair color never looked as fresh as the day it was done.  We made a sulfate-free shampoo that was as gentle as water so we knew the color wasn’t leaching out but it still looked dull after a few weeks.  After much analysis, the penny dropped. The shampoo wasn’t really cleaning the hair.  That’s when we decided to do the unthinkable, pull out all these conditioning agents and silicones and keep the only the cleansing ingredients.”

Color Wow Color Security Shampoo is formulated without sulfates and without silicones, conditioning or pearlizing agents. Clinically-proven to be as gentle on hair as water, more about this less-is-more approach to cleansing can be found at colorwowhair.com.