The bane of many of our lives is frizzy hair… Continuous use of smoothing shampoos and conditioners, products to defrizz and straightening tools is the norm for many but, yet, they still do not guarantee the perfect results we all desire.
But, this smoothing kit from new brand O’Wow promises the sleek hair we all want. Without the hassle of going to a salon, the three-step routine is easy to use and gives a professional finish, all in the comfort of your home.
Launched late last year by 26-year-old Georgiana Grudinschi, the goal was to empower women to take control over their beauty with a treatment that has so far been reserved for professionals to do in the salon. The formaldehyde-free hair smoothing treatment home kit saves time and money, and, best of all, it contains no harsh chemicals. The result? Shiny, smooth hair after just one hour.
The first stock of 1,000 units was sold out in three weeks from the launch so I was thrilled to be able to try it. First, you apply the spray-in treatment solution on clean, dry hair – spritzing thoroughly so hair is completely covered. You then wait 40-60 minutes and rinse out with warm water. Blow dry and straighten, and then leave hair for 48 hours before your first wash. It really couldn’t be easier.
As you can see from the above, my naturally wavy hair is now smooth and straight… I’m so pleased with the great result and the process was very easy to do. It does look like a professional finish and I managed it all at home by myself.
The idea for developing the product started around two years ago when the founder, Georgiana, got addicted to the shiny hair she achieved with regular keratin treatments done at the salon. Frustrated at the amount of time and money she was spending on salon treatments led her to think there must be a better way.
“While investigating alternative options, I discovered that those regular keratin treatments done at the salon were not only wasting my time and money but also harmful to my health,” Georgina says. “I came to learn that most of the salons use keratin treatments that include a heavy amount of formaldehyde which has severe consequences on health. These findings made me even more motivated in finding not only a more convenient and affordable option but also an option which will not compromise our health.”
Georgiana’s main motivation was to find not only a more convenient and affordable option but also one which will not compromise anyone’s health and still be effective. As a result 95% of the ingredients are natural, with the formulas containing coconuts, cashew nuts, grapes, tamarinds and coffee beans. The rest of the formulation is a blend of gentle acids that opens the hair strands and give the user a time-window in which the hair strands can be shaped. At the same time, it also treats the fibres of the hair with conditioning agents that provide softness and shine to the hair. The result is a fantastic smooth hair with natural appearance. So while the main ingredients are natural there are some gentle acids that allow the hair strands to open so that the natural ingredients can be absorbed.
“Unlike formaldehyde, the acids in our treatment are not unhealthy and create no side-effects whatsoever. Needless to day the brand is 100% vegan and cruelty free. Also, it donates €1 for each kit sold to Little Princess Trust – an organisation that donates wigs to children who have lost their hair as a result of cancer treatments.”
It’s goodness all round.
*This review is based on a press sample
