Mielle’s Avocado & Tamanu Anti-Frizz for Textured Hair Features ‘Cold Application’ Technology

Fast-growing haircare brand Mielle Organics has launched Avocado & Tamanu Anti-Frizz System for textured hair. It is billed as step-by-step collection that includes the brand’s proprietary Cold Application Technology.The 4-step system features products that work in conjunction with one another to achieve both curly and straight frizz-free styles. For intended results, it is recommended that the consumer use the entire collection as a system.

According to Mielle, use of cooling in hair care—which has been relegated to the cool rinse at the hair salon or the cold shot button on a blow dryer—is an underestimated feature that helps to smooth down the hair cuticle to create maximum shine and help one’s style last longer.

The collection includes Avocado & Tamanu Anti-Frizz Shampoo, Conditioner and Leave-In, followed by a Curl Perfector for curly looks or Stay Straight Serum for straight styles. The Avocado & Tamanu Leave-In, Curl Perfector, and Stay Straight Serum feature proprietary refrigerate-to-activate “Cold Application Technology” that Mielle says naturally closes hair cuticles tightly in place to block out humidity.

Monique Rodriguez, co-founder and CEO of Mielle Organics, called the combination of avocado and tamanu with the cold application technology “the perfect marriage of science and nature.”

Refrigeration is recommended for the Avocado & Tamanu Leave-In, Curl Perfector, and Stay Straight Serum, but is not required, according to the brand, which was acquired by Procter & Gamble earlier this year.. Meille suggests consumers refrigerate to chill for 1 hour, at minimum, and apply cold before styling.

The objective of cooling: close and seal the hair cuticle.

“The shampoo primes the hair by delivering a gentle cleanse that maintains the integrity of the strand, then the conditioner is absorbed and begins the process of closing the cuticle, further aided by the 5 second cold rinse. The chilled stylers continue the work of closing and sealing the hair cuticle to achieve the smooth, frizz-free look,” Nicole Robinson, Mielle senior brand director, told Happi.

“Finding new, innovative and effective ingredients for textured hair has always been a passion of mine,” said Monique Rodriguez, co-founder and CEO of Mielle Organics. “We have been researching the combination of avocado and tamanu for some time now, considering their incredible benefits for beauty use.”