Meet the secret to unlocking the hair you’ve always wanted. INNOluxe means you can be as bold as you want with your style, confident that it’s outrageously healthy.
Innoluxe’s innovative protein technology doesn’t just protect your hair during the colouring process, it repairs it and restores its strength. Building integrity within the hair’s structure, leaving it feeling thick, lustrous and healthy.
But how does Innoluxe work?
THE REALLY QUICK VERSION
INNOluxe uses amazingly advanced protein technology to create a super strong network of sulphur bonds, repairing and rebuilding your hair and leaving it soft, strong, healthy and shiny.
THE NOT-QUITE-SO-QUICK VERSION
INNOluxe is not just any old product to make your hair feel soft and smell nice. It is built on some seriously game-changing science, and we are going to be going over how this product is transforming the world of haircare.
INNOLUXE HAIR SCIENCE 101
Your hair is up to 91% protein. Crazy right? That is a whole lot of proteins. Proteins contain an amino acid called cysteine, and cysteine is important. Amino acids are the building blocks to compound proteins, think of amino acids as the seeds and keratin (the main protein of your hair) as the flower.
Cysteine makes up to 25% of your hair’s natural keratin and contains a sulphur atom. When you introduce one sulphur atom to another sulphur atom, they form a disulphide bond which joins the two proteins. And that, ladies and gents, is what gives your hair its form and its strength!
When you straighten, perm or relax hair, this bond is broken and then reformed with the hair pulled into a new shape. That weakens and damages hair. The bond can also be damaged by aggressive colouring, like bleaching and high-lift tint. In fact, any colour that works with a developer will challenge the structure of hair.
And like any of us, when hair is a bit delicate, it is vulnerable. There are lots of other factors that can weaken or break up those important bonds. Things like drying, ironing, or even the sun.
INNOluxe uses many different levels of exceptionally low weight proteins to reinforce the sulphur bonds, leaving hair stronger and healthier than before. On top of all that, in V2 there is the additiion of Cystine, an amino acid that delivers complete di-sulphide bonds direct into the hair, giving it unseen before strength and flexibility.
Founded in September 2015 by the team behind the KeraStraight range, INNOluxe is a British brand taking on the world. Working closely with an amazing team of scientists in Brazil, they are constantly pushing the boundaries of what a product can do to repair, rebuild and protect hair, so that you can keep pushing the boundaries of colour and style.