More people are embracing their natural hair and who they are. They aren’t trying to live up to unreal beauty standards anymore. The community is expanding and the technology is advancing.
Great news for the curl contingent: Oribe has released four new styling and care heroes that are perfect for textured hair.
Designed for wavy, curly and coiled hair types, the Moisture & Control Collection does exactly that… moisturising, controlling and perfecting hair for unparalleled levels of lush; enhancing the wearer’s natural texture in but a few simple and oh so luxurious steps.
“This launch marks a new chapter for Oribe in the textured hair market,” says Oribe’s International Business Development and Distribution Director Daniel Lopez. “Here we’re targeting a whole new sector of consumer who is, quite frankly, under-served when it comes to hair care.”
“Looking at purchasing trends, consumers with highly textured hair purchase, on average, double the amount of product as consumers with straight or non-textured hair. There really is nothing else in the luxury tier servicing these consumers.”
“Looking at trends in the beauty world, inclusivity and self acceptance are the name of the game. In this world of instagram filters we’re looking at bringing things back to reality; getting more in touch with who we are. It’s more than just a styling range, it’s a cultural movement.”
Comprising four bespoke staples, each possessing Oribe’s signature scent and premium packaging, Moisture & Control culminates twelve months of extensive research, with celebrity hairstylist and texture expert Stacey Ciceron collaborating with the brand on testing and campaign collateral.
“The new launches are geared towards the naturalistas who have tightly curled hair,” says Stacey. “I’m big on building a foundation through fundamentals, and these are the four products we thought would be that foundation.”
“In the last ten years the natural hair movement has gone from a trend to something that is here to stay,” she continues. “More people are embracing their natural hair and who they are; they aren’t trying to live up to unreal beauty standards anymore.”
“Because this market is not saturated with options, we wanted to be one of the first to offer [an elevated experience]. We were able to test the products on real people [and] see exactly how the formulas were working [corroborating] with the labs to perfect them.”
Check out the full product breakdown below:
Curl Gelée for Shine & Definition (RRP: $64.00): This silky, hydrating curl jelly tames, shapes and styles, making coils more manageable. Macadamia, neem and apricot oils moisturize and detangle strands. The result: ultra-shiny, smooth, defined curls.
Moisture & Control Deep Treatment Masque (RRP: $89.00): Treat your curls right. Our ultimate moisturizing masque, with coconut and almond oils, quenches thirsty curls and prevents breakage while repairing damage. Hair is left silky, hydrated and healthier than ever.
Priming Lotion Leave-In Conditioning Detangler (RRP: $54.00): Ease your routine. This silky, leave-in conditioning lotion instantly detangles to ease combing and prevent breakage. Our ultra-hydrating formula, with cupuacu and mango seed butters, moisturize and smooth strands for healthy, beautiful curls that are prepped for styling.
Styling Butter Curl Enhancing Crème (RRP: $68.00): Style richly. This deeply nourishing crème instantly melts into hair and defines coily curls. A blend of shea butter and avocado oil hydrates hair to protect from breakage and control frizz. Strength, softness and hold are at your fingertips.