Iden Cosmetics relies on bee propolis to impart scalp-soothing properties in its first styling line.
By Joanna Cosgrove
Bee propolis is naturally rich in phytotonizides, which help honey bees protect their hives from bacteria, infection and decay. Iden Cosmetics Inc., Paramount, CA, tapped into the healing powers of propolis and combined it with pure oils and herbal extracts to create an eight product range of hair care and styling products imbued with natural antioxidants and antibacterial properties that restore, heal and protect hair.
Although bee propolis may seem like and unusual ingredient to include in a hair care formulation, Joanne Cho, the company’s vice president of marketing and product development, said the ingredient’s reputation as a beneficial nutraceutical supplement was what initially piqued Iden’s interest. “There has been much research and many articles written on the benefits of taking bee propolis internally,” she said. “We found that bee propolis has many of the same benefits when used externally, i.e., it has anti-bacterial and antibiotic properties, as well as natural UV protection.”
The styling collection, dubbed Style Therapy, consists of eight products formulated for to protect hair from heat styling damage. Each of the products features bee propolis as the cornerstone ingredient, with added botanicals such as olive fruit oil, apricot kernel and grape seed extracts, hydrolyzed wheat protein, vitamins A (Retinol) and B5 (Panthenol) for additional benefit. For example, StraightGel is an alcohol-free, humidity-resistant smoothing emulsion that helps soften, straighten and manage frizzy and wavy hair using bee propolis in conjuction with vitamin B5, pomegranate, hemp seed and carrot seed extracts.
In addition to StraightGel, the line also includes flake-free SpikeGel, flexible working DesignSpray, VolumeSpray root lifter, medium hold DesignSpray, firm but flexible holiding MemorySpray, FiberWax matte finish pomade and shiny finish GlassPomade.
The Style Therapy line rounds out Iden’s existing bee propolis-infused shampoos and conditioners – Bee Balanced (for normal to oily hair) and Bee Protected (for color treated and dry hair). According to Ms. Choi, the shampoos feature a unique micro bubble technology that helps speed the ingredient benefit to the hair shaft. “Micro Lather technology enables us to much reduce the actual size of the bubbles within the lather,” she said. “It allows more thorough cleansing of both the hair and scalp. That, coupled with nano technology, gives Iden the best possible delivery system of its ingredients and faster, deeper penetration into the hair shaft.”
And although bee propolis by itself would have a naturally long shelf life, Iden’s bee propolis styling formulations include preservatives because the propolis is used in combination with botanicals and other ingredients. The average shelf life of Iden products is three years.
Iden’s Style Therapy collection is sold in a variety of salons, spas and beauty supply stores and pricing rages from $12 to $16 per product.