Magic potion

Aveda has extended its Pure Abundance hair products collection with Hair Potion, so-called because it starts out as a powder and transforms into a light, absorbent lotion on contact with hands or hair. Applied to hair it produces voluminous, textured, roughed up effects.

“In both form and function there's nothing else like it on the market,” says Antoinette Beenders, British Hairdresser of the Year and global creative director for Aveda. “And it couldn’t be more timely with the looks we're seeing on the runways. Potion instantly thickens hair, creating a perfectly sexy, tousled look with gutsy hold that's not stiff.”

Hair Potion uses acacia gum and kaolin clay as high performance bulking agents, said to increase the hair shaft’s diameter by up to 17% and add instant texture. It also contains pullulan and organic honey to give a naturally derived hold. In its powder state, the Potion granules are encapsulated by silica, forming bubble-like spheres.

The product was also used backstage at New York’s fall/winter 2006 fashion week. Existing products in the line are Volumizing Shampoo, Volumiz-ing Clay Conditioner and Volumizing Hair Spray.

Price: £16

Availability: Worldwide

Launch: Now