04.24.24
Aveda has launched a new lineup of products created specifically for curls, coils and waves.
Be Curly Advanced was developed to provide plant-powered solutions that address the specific needs of curls, coils and waves. These new, silicone-free formulas were made for performance, with every product clinically tested across key indicators of curl performance, per the brand. These include frizz protection, hydration, strength, shine and definition.
The collection stemmed from the Aveda innovation team’s quest for new actives to enhance its products, according to Christine Hall, vice president, R&D at Aveda.
“In our quest for stronger, healthier hair, we discovered the vegan curl-strengthening peptides,” said Hall. “These remarkable peptides – derived from hydrolyzed pea protein and vegetable protein – owe their efficacy to the hydrolysis process, which breaks down these proteins into small, potent peptide components. The diminutive size of these peptides facilitates their penetration into the hair, delivering unparalleled strengthening benefits. Recognizing the inherent fragility of curly and coily hair, we harnessed the power of these peptides for our 'Be Curly Advanced' line to help increase the strength of each strand. Combined with responsibly sourced kokum seed butter, which deeply nourishes and conditions curls and coils while also providing slip and detangling to help reduce breakage, these formulas ensure optimal care for naturally curly and coily hair types."
Aveda Be Curly Advanced Line
According to Aveda’s global texture team and scientists, Aveda’s Be Curly Advanced Line’s new product range – at least 93% of which is naturally derived – provides 72-hour frizz protection in high humidity; 92% more hydration; three times stronger hair; up to two times shine; and 89% improvement in curl definition.
The products underwent rigorous testing on all types of textured hair, from 2A to 4C patterns. Aveda’s R&D and texture team artists refined formulas over a four-year period of trial and error to ensure efficacy, the brand said.
The Be Curly Advanced collection consists of seven products designed to cleanse, condition, prime, and style textured hair. Its Pure-Fume aroma is made with certified organic lemon, bergamot, orange and other pure plant and flower essences, per the brand.
The shampoo ($36) is sulfate-free and removes build-up without stripping hair and delivers moisture to curls, coils and waves;
The conditioner ($41) moisturizes and provides slip to improve the ease of detangling curls and coils by 95%;
Co-Wash ($50) removes build-up between wash days without stripping curls and coils. It instantly reduces frizz while increasing hydration and shine;
Intensive Curl Perfecting Masque ($65) is an intensive curl treatment for 85% more smoothed and conditions curls, coils, and waves. It reduces frizz and leaves hair two times shinier;
Curl Perfecting Primer ($41) detangles and seals the cuticle while reducing frizz and protecting from drying effects of the sun;
Curl Enhancer Cream ($36) is a silicone-free curl cream that provides 72 hours of frizz protection in high humidity, 92% more hydration and up to two times the shine, while increasing definition by 89%; and
Coil Defining Gel ($36) provides 72 hours of frizz protection in high humidity, up to two times the shine and definition to tight curls and coils.
The entire Be Curly Advanced Collection is made with a minimum 90% post-consumer recycled resin bottles and jars and 100% post-consumer recycled resin tubes21. Aveda's products are manufactured using 100% renewable electricity powered by Aveda's onsite solar array and wind power credits and offsets.
Be Curly Advanced is available in Aveda salons, spas, stores and online at aveda.com.