Straight from Eden utilizes two activators—one liquid and the other a creme booster—that play a critical role in performance. Once combined, the pH rises to effectively straighten the hair with a less damaging effect.
"We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation," said Shawn Tollerson, Colomer Beauty Brands vice president of marketing. This is the moment when the true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit."
Straight from Eden's proprietary formula does not contain the drying and synthetic ingredients typically found in traditional relaxers. There is no lye, petrolatums, propylene glycol, formaldehyde, sulfates, parabens, mineral oil or alcohol. It uses the power of coconut to restore strength and protect hair from damage, avocado to fortify hair and promote overall hair healthiness, and olive oil to hydrate the strands and infuse necessary moisture.
"Consumers who relax their hair love their styles and the manageability it provides, but they have been searching for a healthier, less damaging option," said Tollerson. "After four years of research and development, we found a way to provide consumers with the straightening performance they demand, while also allowing the natural oils to penetrate the hair during the relaxer process. This is unprecedented."
Straight from Eden, comes in two universally appealing formulations: Hair Type A for fine, wavy, delicate hair looking to reduce frizz and improve manageability and Hair Type B for normal to thick hair. Both plant-derived hair care systems contain 100% plant-derived* straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment, and repairing oil.
Straight from Eden will retail for $7.99 - $10.99 in January 2014 at mass market stores and fine beauty supply stores nationwide.