Kristin Ess’ Softening Collection caters to over processed, dry tresses
Kristin Ess’ hair care is adding a new collection to its roster.
The brand’s new Softening Collection offers four new products that not only wash but hydrate and help style strands that may otherwise be over-processed, dry or dull.
“Since the brand launch in 2017, Kristin Ess Hair has been at the forefront of innovation in the haircare space,” says Piyush Jain, Maesa CEO. “With the introduction of the Softening Collection, we're expanding our offering of luxury yet accessible salon-quality haircare and delivering on our promise of meeting the unmet consumer needs. Damaged, dull and dry hair have been among the top concerns expressed by our customers and these four new products are specifically designed to make hair softer, smoother and healthier looking, without the need to go to a salon.”
[Read more: L’Oréal Paris Elvive’s Hyaluron + Plump makes exclusive Walmart debut]
Products in the line include:
- Ultra Rich Softening Shampoo: Formulated to help remove the heavy feeling that accompanies excess oils and buildup, this sulfate-free shampoo contains panthenol and helps gently clarify strands;
- Ultra Lightweight Softening Conditioner: A restoring and extra softening conditioner that smooths hair while also detangling and aiding in replenishing moisture. It is formulated with sesame oil and panthenol;
- Velvet Finish Softening Mask: A silicone-free mask that is suitable for all hair types, and is formulated with sesame oil to nourish strands while also keeping them soft and shiny; and
- Subtle Shine Softening Oil: A hair oil that helps boost moisture and shine without heaviness, and it is formulated with sesame oil and vitamin E to smooth hair and boost hydration.
Priced under $18, Kristin Ess’ new Softening Collection is available exclusively at Target stores nationwide and online.
