At last! We introduce OWAY’s organic smoothing system to Sheen

We are delighted to finally introduce an organic smoothing service to our clients, which offers amazing results and a safer option when it comes to eliminating frizz reducing volume and achieving shinier, smoother and tamed hair for up to 5 months.

H-Straighten

Sheen can now offer you both hairstyle and self confidence whether your hair is straight, wavy or curly, with the must-have for shiny, defined, smooth and tamed hair. Hair is one of the primary distinctive elements that conveys our identity, so we want it to represent us as much as possible and to carry the visual message we want to transmit, showing the salient features of our personality.

Often, though, our relationship with our hair type is controversial: we want it straight if it’s curly, wavy if it’s very straight, fullbodied if fine and so on. The answer to these dilemmas is twofold: on the one hand, we need to know how to treasure all the positive aspects and strengths of our hair type; on the other, we must make sure it is as healthy,
resistant and shiny as possible. The basis for achieving this result and feeling in tune with our hair is to counteract the frizz effect.

Frizzy hair: THE CAUSES

The frizz effect does not involve curly hair alone, but straight, wavy and fine hair can also have the classic ‘dishevelled’ effect. In these cases, the hair is dry, brittle and difficult to comb, generally dull and rough to the touch.

The Main Causes

Genetic predisposition: the frizz effect is given by an excessive opening of the cuticles covering the cortex of the hair. In all cases, the underlying cause which makes the hair frizzy, dry and damage.

  • Aggressive treatments: technical treatments carried out with aggressive products can damage the hair structure. This is why it is essential to use products which respect the hair fibre.
  • Hair dryers and straighteners: using hot tools at excessively high temperatures can stress hair, giving it a “straw” effect.
  • Climatic factors: humidity, wind, excessive exposure to the sun, seasalt, seasonal changes.
  • Factors related to physical and psychological health: such as eating disorders or emotional stress.

In all cases, the underlying cause which makes the hair frizzy, dry and damaged, is the lack of HYDRATION.

PERFECT SMOOTHNESS OR EASY HAIR ROUTINE?

A single product, a double action, different services, depending on the type of hair and on the desired result: perfect smoothness or easy hair beauty routine. The new Hstraighten taming and smoothing program responds to the specific needs of deeply rehydrating frizzy hair, with a formula which falls within the scope of the technical products, such as smoothing, anti frizz services and/or for reducing excessive unwanted volume, and as a moisturising, conditioning and polishing treatment of the hair fibre.

Here’s the Science

The acid pH of the Hstraighten formula, the presence of a naturally derived filming complex in synergy with Coconut and Avocado oils and glyoxylic acid, combined with the action of heat, give new structure to the amino acid bonds located inside the hair, making it more malleable and ductile to styling, more versatile and manageable every time you want to change your hairstyle.
The Dock extract it contains remineralises the hair fibre, while the Mullein extract provides extreme brightness and the Date oil balances the lipid component of the hair, making it smooth, shiny and soft, visibly healthier.

  • BRIGHTNESS perfectly closed cuticles
  • SOFTNESS deeply hydrated and nourished hair fibre + SMOOTHNESS filming effect on the surface of the hair
  • DEFINITION perfectly tamed hair, without electrostatic effects
  • EASY TO COMB restructured and easy to comb lengths
  • PROTECTION restores the well being of the hair, protecting it from adverse external agents
  • NATURAL SMOOTH EFFECT It ensures a sublime smoothness, maintaining the result for a long time (from3to5months, depending on the type of hair and the technique used)
  • EASY TO SHAPE HAIR Hair that changes appearance more easily, more workable, easier styling
  • TESTED SKIN COMPATIBILITY Dermatologically and Nickel tested

The Results

Taming – No more frizzy effect, reduction of unwanted volume, restored hair fibre
Smoothing – Long lasting smooth effect

Functional Active Ingredients

OLEOBLEND COMPLEX A naturally derived biotechnological complex which provides a film forming action on the surface of the hair without weighing it down, increasing the level of conditioning, both wet and dry. In synergy with a rich mix of Coconut and Avocado oils, it constitutes a super nutrient mix with pronounced protective, moisturising, emollient properties, which restores the hydrolipidic balance of the hair and smooths its surface, giving brightness and acting as an effective anti frizz. Particularly rich in vitamins and fatty acids, which are highly similar to the fibre and bind easily to hair proteins, it gradually leads to strengthening the hair fibres, reducing breakage, preventing split ends from forming and facilitating styling.

ORGANIC MULLEIN A technical active ingredient of plant origin with an extraordinary illuminating power. Mullein exploits the principle of photoluminescence, absorbing the most powerful UV radiation and transforming this into extraordinary brightness. Mullein extract increases hair shine with a progressive action, treatment after treatment. It protects from photo oxidative stress due to UV rays. It makes hair younger and healthier.

BIODYNAMIC DOCK Its Iron, Magnesium, Potassium and Calcium content helps to replenish the capillary fibre with minerals, while thanks to its Vitamins A and C it offers energy and antioxidant protection. Dock is cultivated using the biodynamic method, the purest farming technique that completely excludes the use of synthetic pesticides and fertilisers.

GLYOXYLIC ACID It recomposes the electrostatic charges which bind together the amino acids inside the hair; since these are lighter bonds than the disulphide ones, the reconstructive action of the structure is delicate and does not excessively impact the hair fibre. Its combination with the mechanical action of the hair straightener allows the amino acids to rearrange further, giving the hair surface greater compactness and consequently making it smoother.

ETHICAL DATE Rich in saponins, it has moisturising and restructuring qualities. Nourishing and elasticising, it improves the structure of the hair fibre over time. Thanks to the presence of flavonoids, it has an antioxidant action that helps fight cellular ageing. It protects from the aggression of external agents.

It smells good too!

The olfactory bouquet Lemon, Nettle, Jasmine, Pink Pepper, Peony, Labdanum, Cedar, Cane Sugar, Musk. The fragrance mixes fresh floral and fruity notes with sweet and enveloping musky ones.

To find out more information on this service please speak to one of our team and the option of the two services offered with H Straighten.

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