Christine Esposito, Managing Editor10.04.22
Eric Pressly, inventor and scientist behind haircare brand Olaplex, has launched Epres. This new haircare range consists of three vegan, Leaping Bunny-certified products, including one professional in-salon SKU and two consumer at-home SKUs. The patented formulas contain just four ingredients and work to deliver professional-grade results for all hair types.
The concept is right on trend with a short INCI list and sought-after benefits for a wide range of customers. It wasn’t Pressly’s plan to re-enter the haircare category again after leaving Olaplex. But the pandemic changed his trajectory.
“Having had success, I was looking forward to slowing down and spending time with my growing family. Covid changed everything. During lockdown, my creative process was reignited. I ordered chemicals, set up a home lab and got to work. When I saw how good the result were, I created Epres,” he told Happi in an interview ahead of the launch of his high-profile bond-building treatment line.
The Epres collection contains two bond-building products—one for professionals and one for consumers.
The professional bond repair treatment can be mixed into bleach, color or retexturizing formulas.
“Many professional bond builders or systems are multiple steps. Ours is one step. For professionals, the acid-free formulation is critical. There is no compromise to the chemical service. Chemical services are generally high pH and adding acid can lower the pH with unwanted side-effects. The Epres result is high performance, delivering consistent results every time,” he said.
The consumer kit comes with a spray bottle and two concentrates, with refills sold separately.
“We formulated Epres in a way to ensure our technology works on all hair types. Epres provides enough formula for all hair volumes and is ready to use immediately after mixing,” Pressly said.
While keeping his formula’s details close to his vest, Pressly did share some details.
“Our ingredients are biodegradable and we use a liquid molecule in an acid-free formula as a true point of difference and unparalleled solution to hair repair,” he said.
Pressly also pointed to the brand’s BioDiffusion technology as critical to the performance.
“Most technologies use solid molecules dissolved in water, which allows the molecule to move through the hair while wet. Once the hair dries, however, those molecules are solids again. They remain frozen in place until the hair is wet again. A key difference with our treatment is that we’ve developed our own BioDiffusion technology which contains a liquid molecule. Our liquid molecule continues to move and explore the hair looking for areas of damage. Epres is different from most because it works while the hair is dry, as well as when it is wet, and keeps working.
Pressly says Epres will be attractive on both sides of salon chair.
“I have developed a technology I think is very attractive for both the salon professional and the home consumer,” he shared. “I will speak about it and encourage others to speak about it, but Epres’ performance speaks for itself.”
Prices range from $34-79. Available online now, Epres will be stocked in select salons beginning Nov. 1.
The concept is right on trend with a short INCI list and sought-after benefits for a wide range of customers. It wasn’t Pressly’s plan to re-enter the haircare category again after leaving Olaplex. But the pandemic changed his trajectory.
“Having had success, I was looking forward to slowing down and spending time with my growing family. Covid changed everything. During lockdown, my creative process was reignited. I ordered chemicals, set up a home lab and got to work. When I saw how good the result were, I created Epres,” he told Happi in an interview ahead of the launch of his high-profile bond-building treatment line.
The Epres collection contains two bond-building products—one for professionals and one for consumers.
The professional bond repair treatment can be mixed into bleach, color or retexturizing formulas.
“Many professional bond builders or systems are multiple steps. Ours is one step. For professionals, the acid-free formulation is critical. There is no compromise to the chemical service. Chemical services are generally high pH and adding acid can lower the pH with unwanted side-effects. The Epres result is high performance, delivering consistent results every time,” he said.
The consumer kit comes with a spray bottle and two concentrates, with refills sold separately.
“We formulated Epres in a way to ensure our technology works on all hair types. Epres provides enough formula for all hair volumes and is ready to use immediately after mixing,” Pressly said.
While keeping his formula’s details close to his vest, Pressly did share some details.
“Our ingredients are biodegradable and we use a liquid molecule in an acid-free formula as a true point of difference and unparalleled solution to hair repair,” he said.
Pressly also pointed to the brand’s BioDiffusion technology as critical to the performance.
“Most technologies use solid molecules dissolved in water, which allows the molecule to move through the hair while wet. Once the hair dries, however, those molecules are solids again. They remain frozen in place until the hair is wet again. A key difference with our treatment is that we’ve developed our own BioDiffusion technology which contains a liquid molecule. Our liquid molecule continues to move and explore the hair looking for areas of damage. Epres is different from most because it works while the hair is dry, as well as when it is wet, and keeps working.
Pressly says Epres will be attractive on both sides of salon chair.
“I have developed a technology I think is very attractive for both the salon professional and the home consumer,” he shared. “I will speak about it and encourage others to speak about it, but Epres’ performance speaks for itself.”
Prices range from $34-79. Available online now, Epres will be stocked in select salons beginning Nov. 1.