Not Your Mother’s Rolls Out New Tough Love Bonding Collection

Not Your Mother's is dishing out some tough love to hair in need of repair. The brand’s new Tough Love Bonding System, out this month, marks the brand’s foray into premium haircare.

The new four-step product range is designed to repair damage caused by color, chemical services, heat styling, and daily stressors and pollution while incorporating bond-building technology.

Tough Love Collection

The line includes intensive treatment, a leave-in protection, shampoo and conditioner—and all contain the brand’s Active Bonding technology.

Tough Love Intense Bonding Treatment is a pre-shampoo treatment that delivers the line’s highest concentration of Active Bonding technology, which protects bonds from initial breakage and repairs broken bonds from severe damage. After a single use, hair is instantly smoother, softer,and bouncier, according to the brand.

The daily shampoo and conditioner also support hair’s repair and strengthens while thoroughly cleansing, along with the bonding benefits. In addition to the bonding technology, the formulation contains amino acids and moisturizing linseed and chia seed extracts.

Tough Love Bonding Leave-In Protector is a post-wash lightweight spray. The formulation is said to intensely condition while strengthening, repairing, and protecting hair up to 450°F. In this product, the Active Bonding technology is paired with plant-based hemi-squalane to rebuild broken bonds while creating a nourishing protective shield for hair, sealing cuticles to keep frizz, breakage and split ends at bay, according to Not Your Mother’s.

The Tough Love products have a floral musk fragrance with notes of jasmine buds, muguet, velvet peony, lilac, orange and white musk.

Products are priced at $14.99 each.

Earlier this year, this fast-growing hair care brand entered Canada.