Lianna Albrizio, Assistant Editor04.30.24
Within two years of Dr. Eric Pressly’s introduction of prestige hair care brand Epres and its debut product, Bond Repair Treatment, the tress expert has followed up with new companion products, Healthy Hair Shampoo and Healthy Hair Conditioner.
The new shampoo and conditioner are “planet-minded” inclusive of a water-free formula, updated packaging that uses less plastic, and contain four ingredients – all of which are biodegradable. Each is formulated with patented Biodiffusion technology. With aim to be more eco-friendly, the sole formulation difference is that all ingredients in the shampoo and conditioner duo are biodegradable. Silicone, for instance, was not used in their making.
“The short secret of how I got the performance was taking some of the technology from our treatment to make up for the ingredients that we pulled out,” Dr. Pressly told HAPPI at Butterfly Studio By Kattia Solano in New York City ahead of the April 30 launch.
Like the bond treatment, the shampoo and conditioner aim to deliver professional-grade results for all hair types and is suitable for daily use, depending on the consumer’s unique needs, according to the brand. Epres Healthy Hair Shampoo and Conditioner are also formulated with vanillin, which lends a naturally pleasant scent and aligns with current fragrances trends, Dr. Pressly said.
The shampoo, clear and viscous in texture, contains malic acid and coco-glucoside, and functions as a clarifying agent while the lightweight conditioner, soft lavender in color, can be washed out or left-in for thirstier strands or to treat problem areas.
The 250-milileter, V-shaped bottles conveniently open with a twist at the bottom, without the need to remove a cap. The product is dispensed onto the palms through a small opening that helps control the amount of product.
Bonding Market Is a Key Growth Area to Watch
According to Q1 2023 data from Kline Group’s Kline Pro: Salon Retail Products and Services Database, the hair bonding market accounted for 8.5% share of the total US hair care market. Industry trackers say it is a key growth area to watch.
Olaplex – Dr. Pressly’s first patented bonding product introduced a decade ago – pioneered this movement, which made waves throughout the industry.
According to the brand, Epres’ new Healthy Hair Shampoo and Conditioner is aimed to complement healthy hair routines with Epres to keep locks strong, soft and manageable.
Healthy Hair Shampoo & Healthy Hair Conditioner retail for $34 each at epres.com beginning April 30.