Bed Head Dirty Secret Dry Shampoo

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.

The causes of dry and brittle hair can be numerous, from chemical treatments, bleaching, excessive heat styling, diet, sun damage or simply your hair texture and type. Dry hair can show signs of frizziness, split ends and breakage. To address these concerns we have created a unique formualtion resulting in a non-greasy oil that helps to hydrate and nourish dry and brittle hair. The end result? Moistured, shiny and protected hair from first use! Traditionally associated with products for coily and kinky hair, we have tweaked the classic ingredients in this product (Shea and Jojoba) to create a formulation that won't weigh your hair down, won't leave a residue on the hair and is suitable for all hair types. STYLING TIPS & TRICKS: "Hair needs moisture to look and feel great, Shea Oil is one of the potent humectant ingredients which penetrates deep into the cortex of the hair, drawing and sealing hydration within its shaft, protecting the hair for external extremities. The everyday environment can deplete the vital hydration from Afro hair. Finding ways to lock moisture into the hair is essential, Shea Oil has the effects of attaching water to itself and sealing it in. With regular use, the hair will be soft, tangle-free and protected. Shea light is perfect for all types of kinks and coils. Ideal if your hair is fine and low in density - one pump in your existing products with help lock hydration into the hair or if your hair is thirsty and needs extra love, a couple of pumps will super-boost the moisture levels in your hair, control frizz and adding extra shine" Kevin Fortune - Hair & Make-up Artist - K.F. Hair Styling Academy KEY CLAIMS Multitasking non-greasy oil Helps to give shine, moisturize and protect hair instanstly KEY INGREDIENTS

• 10% LIPEX SHEALIGHT ™ *
• 5% JOJOBA OIL

*Lipex  SheaLight ™ is a trademark of AAK Personal Care and is used with permission.

Peptides are chains of amino acids that support proteins naturally found in hair. Limp and thin hair is an incredibly common hair concern across all hair types and lack of volume can be caused by a number of things, including diet, product build up, hormones, genetics or stress. This lightweight serum, has been formulated with two  peptides (2% Keranutri™ and 2% ACB Pisum Sativum Peptide) to work in the hair cuticle to plump the cortex and increase the diameter of each hair strand. We have added Betaine to the formualtion to also help condition hair. STYLING TIPS & TRICKS: "Top tip to add volume to your hair: Sometimes only applying conditioner to the end and mid-lengths of your hair will help boost volume at the roots. Before drying, add Peptide Volumizing Hair Treatment, then if you are going to blow dry your hair only rough-dry the head upside down and squeeze you hair dry this will give the roots lots of lift. Finally, lightly curl your hair in large chunks. Apply a pump or two of the volumizer for an additional explosion" Kevin Fortune - Hair & Make-up Artist - K.F. Hair Styling Academy For more tips, visit the askINKEY section below. KEY CLAIMS: Instant apperance of 10,000 more hairs after just one use* 76% pf partcipants agreed that their hair felt thicker** A few words from consumer who have tested our product**: "It really thickened my hair up and added volume instantly. I found it was better when used on wet hair than dry. The product was really easy to use and not greasy" "Loved everything about it, was like a miracle had been applied to my hair, would love to be able to purchase this product" "I love how much this is changing my hair, ok, it’s not transforming it, but it's making improvements that I've not been able to make with other products, so basically, I think it is the best volumizer I've used" KEY INGREDIENTS:

• 2% KERANUTRI™***
• 2% ACB PISUM SATIVUM PEPTIDE
• 1% BETAINE

*Based on clinical testing on 2% Keranutri™ **Based on consumer testing on 51 participants, formula containing 2% KERANUTRI™ ***Keranutri™ is a trademark of Azelis and is used with permission