A new hair care player has entered the bond-building arena.
According to Rieken, Triple Bond Complex was in development for roughly two years, but the brand’s foray into bond-building has been several more in the making. “Triple Bond Complex was inspired by research that our discovery team had actually done several years ago,” Rieken said.
“When we looked at this category, we saw a lot of opportunity,” said Rieken, who noted that the majority of bond-building products on the market primarily build hydrogen and ionic bonds, the weaker two of the three, while neglecting covalent bonds, the first and strongest on the bond chain of command.
According to the brand, incorporating heat-activated technology not only allows the product to better actuate covalent bonds, but also makes the product a seamless fit in a salon environment, where many treatments often end with a heat-styling service. who will carry the product at her New York City salon, through which the brand aims to boost its profile in the professional channel, as well as overall consumer awareness of the brand.
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