Harsh treatments and environmental exposure can damage hair fibers, causing static electricity and making dry hair notoriously difficult to brush, sometimes even resulting in brittle and porous hair.
At the moment of washing, this electric charge is used to aid in the complete removal of dirt: a negatively charged (anionic) shampoo is repelled by the negative charge of the hair, pulling away dirt that has combined with the fatty acids within the shampoo.
The difficulty is moderating the intensity of this cleansing method, avoiding harsh synthetic shampoos that could amplify the cleansing properties to the point of destroying the hydrolipidic layer of the hair and skin. We have created a formula deriving from coconuts and the sulfosuccinates in plant-based fatty alcohols.
The former provides total cleansing power, which is then modulated by the properties of the latter, with softening powers that make it the perfect match for hair. The result is a healthy cleansing of the natural layers. To give the formula a restorative capacity, we added amphoteric and non-ionic surfactants with characteristic properties that leave a glossy protective film. There are also lanolin derivatives (which naturally promote sebum production), along with derivatives from proteins and plant mucilage quaternized to restructure the lost cuticle scales by repairing the hair, reducing static electricity, and restoring elasticity.
The naturally acidic pH of the hydrolipidic layer is respected and corrected by gentle natural balancers with pH values around 4.5. Each of these characteristics is uniquely pro- portioned in different formulas, providing the perfect solution for each individual hair type and resulting in a truly personalized shampoo. For an even more complete solution, we have also added natural milk.