What do you really know about hair? Hair is not a static, physical thing. It’s a dynamic, constantly moving structure. Step inside the real world of hair with us and lets go deeper than anyone has been able to before…until now.
For years, traditional cosmetic chemistry was the hair world’s answer to damage. It was a band-aid solution, that was covering up the problem instead of correcting it. Until now, haircare products have fallen into two categories: conditioning treatments that coat hair in superficial hydration and sheen or repair treatments that work to patch damage like internal glue, offering temporary results.
When hair gets damaged, the keratin chains that make up the inner structure of hair strands become weakened and break. For context, there are billions and billions of keratin chains in a single strand of hair. When these are damaged, hair’s core structure responsible for elasticity and strength becomes compromised and as a result it loses its resiliency and shine (or the look and feel of healthy hair).
Our answer to that is our special bioactive peptide, K18Peptide™. Traveling deeper into the inner layers of hair than traditional repair products, our revolutionary peptide is just the right size and makeup to fit in and reconnect those broken keratin chains. And because our peptide is a bit of an overachiever, as a result of this reconnection, any disturbed disulfide bonds are also re-conformed.
You’ll see above that traditional bond repair products stop short of reaching the deepest level of hair’s inner structure, and that’s ok, because their primary job is to fix broken bonds closer to surface level. What we discovered after many year of biotech research though, is that hair’s core strength doesn’t come from bonds at all. You might be going “wait, really?” Really.
There’s been a lot of talk about bonds (disulfide bonds in particular) in the haircare industry in the last 10 years. And we mean A LOT. But this conversation isn’t getting to the root of the problem. Bonds aren’t what we need to be talking about when it comes to solving the challenge of hair looking and feeling its best.
Stay with us here. When hair undergoes chemical processing like bleaching, the keratin chains responsible for making up hair’s core structure break. Bonds are also disturbed, but more on a surface level. When you rebond them, the impact is also only surface level, ignoring the breakage happening deeper in the hair’s inner cortex. Damage must be repaired and impacted on a much deeper level to return hair to that like new feeling. It is imperative to repair the broken keratin chains as this is what contributes to hair’s overall strength and elasticity.
Bonds, as a result, should only play a supporting role in the story of hair health. Keratin chains, the star player, are responsible for driving hair’s strength, softness, smoothness, and bounce. Think about it this way, maybe you have a car with lots of dents. Sure, it’s not pretty, but a dent doesn’t mean the engine is broken. In the same way, if the engine goes out or isn’t maintained, fixing a dent on the outside of your car won’t matter much. You can have the nicest car or hair exterior in the world, but it doesn’t matter if the inner engine is broken. Our revolution is about taking the conversation beyond hair looking good to being about creating healthy hair from the inside out, which is what makes it look and feel oh so good.