The range contains Citric Acid, an alpha hydroxy acid within Redken’s concentrated Bonding Care Complex to reinforce weakened bonds to improve strength and hair resiliency after salon bleach or color services.
The Acidic Bonding Concentrate range is also specifically formulated with an acidic pH to defend against the negative effect of hair coloring, styling tools, and even water, which has a pH of 7, to balance hair's pH back into a healthy range of 4.5-5.5. According to the brand, this results in healthier looking and feeling hair!
This new packaging is Cradle To Cradle-certified and is comprised of recycled plastic. In addition, Redken has partnered with The Braille Institute to add Braille to the packaging to make it more accessible to all consumers.
The Redken Acidic Bonding Concentrate range includes the Redken Acidic Bonding Concentrate Shampoo, the Redken Acidic Bonding Concentrate Conditioner, and the Redken Acidic Perfecting Concentrate Leave-In and will be available at Amazon.com, Ulta, and Ulta.com starting February 2021. Redken also rolled out some shine stylers in the fall, as reported in Happi.