This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here.
Frizz control has entered a new era. Brands are reporting rocketing demand for anti-frizz products, prompting a league of innovations that are taking the fight against frizz into fresh territory.
John Frieda created a paradigm shift in the hair care market when it launched Frizz Ease, the first ever dedicated frizz fighter, in 1990. But just like other nineties icons that are making a comeback across everything from culture to cosmetics, this particular cult classic was also relaunched for the 2020s.
With an upgraded formulation and packaging that uses 50% less plastic than the original, the Frizz Ease range of serums are now vegan, can be used on wet and dry hair, and contain lightweight silicones, silk proteins and oils to deliver a frizz-free finish while nourishing the hair from within.
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