Bed Head Dirty Secret Dry Shampoo

The hair on our scalp grows cyclically and follows three phases: a growth phase called the anagen phase, a regression phase called the catagen phase and a resting phase called the telogen phase. When, for a number of reasons, we experience thinning hair beyond normal shedding, this means hair is in a catagen phase. Whilst we cannot fully prevent hair loss when this happens, The Inkey List have created a unique formulation that works to keep hairs in the anagen phase, which is the phase in which hair grows. KEY CLAIMS Clinically proven to reduce and prevent hair loss* A few words from consumer who have tested our product**: "I started to notice a difference in the thickness and strength of my hair after about 2 weeks of use, I was quite thin on top of my head but it is less noticeable now" "Definitely noticed some regrowth on the thinner areas" "Gave me more confidence in my appearance"

KEY INGREDIENTS

1% CAFFEINE POWDER 1% REDENSYL™*** 1% BETAINE *Based on clinical testing for 3 months on 26 men aged 18 - 70 years old, formula containing 1% Rendensyl™. Applied once a day for 3 months **Based on consumer testing on 51 participants on product containing 2% Redensyl™ used every night for over 4 weeks. ***Redensyl™ is a trademark of Givaudan and is used with permission

Hyaluronic acid is a classic ingredient, traditionally known in skincare for its highly hydrating properties. When it comes to hair care, we have slightly twisted it, to create a formulation containing optimized high and low molecular weight hyaluronic acids, which not only hydrates your hair, but also works to reduce frizz, brittleness and protect it against pollution. Lack of hydration in the hair can be caused by a number of things, including over washing, water temperature being too high, using heated tools without heat protection or humidity. When your hair becomes dry, the hair cuticle is rough and open, causing hair to lose moisture and become frizzy. STYLING TIPS & TRICKS: "Best product for all hair types is the Hyaluronic Acid hair treatment as it moisturises, smoothes and protects EVERY texture. It’s easy to use and the application is very straight forward. Distribute evenly from roots to tips into towel dry hair before adding any other styling products so it can function as a styling base. Whatever your hairstyle this product will help to keep hydration levels up throughout the day" Bjorn Krischker - Session Hair Stylist & Men's Groomer KEY CLAIMS: *83% agreed that their hair looked less frizzy after 4 weeks of use. A few words from consumer who have tested our product: "I liked that it was easy to apply. I could tell that it really helped control the frizz. I liked that it had no aroma so didn't clash with shampoo or conditioner smell" "My curly hair fell into curls more easily rather than frizz. because I used this, I used a quarter of the amount of curly mousse that I usually use. even without mousse my hair fell into soft curls. excellent product - I would use this all the time" "I loved the way it made my hair so shiny and smooth! I got quite a few comments on how shinny and healthy my hair looked. it was so easy to use; I would definitely buy this product!" KEY INGREDIENTS:

• 2% RESISTHYAL™**
• 1% BETAINE
• 1% PANTHENOL

**Based on consumer testing on 51 participants formula containing 2% RESISTHYAL™ ***Resisthyal™ is a trademark of Givaudan and is used with permission.