Prose launches clean personalized styling gel in ‘curl outside the lines’ campaign

10 Aug 2022 --- Beauty-tech brand Prose has added Custom Styling Gel to its portfolio of custom hair care products. Specifically formulated for curls and coils, the company markets it as the first clean and “highly efficacious” multi-use styling gel on the market.

The US-based brand also introduced a new campaign, ‘curl outside the lines’ starring their first brand ambassador, actress Lauren Ridloff.

The Prose custom styling gel is free from alcohol and parabens and mostly made up of natural ingredients including aloe vera, okra and sea moss. The company explains that the product is formulated to “ensure hold, longevity and versatility of style and prevent frizz while defining the curls.”

Available in three hold levels – soft, medium and strong – the gel is made-to-order depending on the customer’s selection from a range of fragrance options.

“Natural is revolutionary”
The product was co-developed in Paris over four phases by celebrity hair stylist Camille Friend in partnership with industry leaders including curl experts Giovanni Ferrer, The Quann Sisters – Cipriana Quann and TK Wonder, founder of Naturally Curly, Michelle Breyer and hairstylist and curl expert, Ona Diaz-Santin.

Actor and activist, Ridloff is a curl advocate and says she feels most comfortable with her natural hair and the freedom to play with it. “It isn’t wild or crazy or difficult – my hair is natural, and to be natural is revolutionary.”

Prose’s custom styling gel facilitates healthy natural hair.Curly hair solutions
Naturally, curly hair requires extra care and attention as it is more prone to dryness. Using deeply conditioning hair products can effectively nourish the coils and spirals from root to tip.

Recently, GK Hair launched a protein blend Juvexin V2, which is a vegan alternative to keratin. “Those who struggle with their hair in terms of frizz and dryness have a hard time. Now that we have a plant-based solution, all can benefit from it,” notes GK Hair.

A recent social media trend that focuses on hair-growth and rejuvenation is the use of rice water, which has roots in Ayurveda. Tapping into rituals of ancient Indian medicine, Active Concepts unveiled its ACB Rice Water SF.

ACB Rice Water SF has been shown to maintain and enhance hydration, protect against humidity, while also providing a shiny and smooth texture. “Fermentation is known to be able to reduce the molecular weight of starches. We thought we could enhance performance using green technology by bringing together these two [Ayurveda and fermentation] traditional technologies,” Alexandra Mozina, technical marketing at Active Concepts, previously told PersonalCareInsights.

Edited By Radhika Sikaria