If anyone knows the frustration of having a head of hair prone to breakage and dryness, it’s the coarse and coily-haired consumer. 

 

It’s bad enough their hair’s natural texture is typically dryer, forcing the “tressed out” consumer to work harder to keep it hydrated. What’s more, those with coily hair often experience a loss of shape and elasticity of their ringlets – an issue compounded by chemical services and heat styling tools.  

 

To help these consumers preserve the integrity of their curls, Redken has launched a line of haircare products aimed to keep natural curls bouncier and healthier with every use. 

 

Redken’s new Acidic Bonding Curl System is six-product range that consists of a shampoo, conditioner, leave-in treatment, gel, cream and mist made with a bonding care complex to hydrate, tame and reactivate curls’ natural shape to bring dry, weakened curls back to life. 

 

While the line is new to Redken, the brand’s history includes expertise in curls and caring formulations. Redken’s founder is Robert William Redding, aka Jheri Redding—an American hairdresser and chemist who invented the technology behind Jheri curl.

 

Marcus Johnson, Redken region education manager, said the need for a curl innovation exists in the market, as more consumers embrace their natural curls over choosing to relax them. 

Because coarse hair is more prone to dryness and breakage and damaged further with hair color and blowouts, Redken’s new curl products work to repair and rebuild bonds in weakened strands to restore hair’s health. The line – free from sulfate, silicone, mineral oil and parabens – contains natural ingredients like avocado and coconut oil, shea butter, citric acid, glycine and vitamin B5. The line’s key active is its bonding care complex that repairs weakened bonds that can compromise hair health and lead to damage. 

 

Besides improving curl elasticity, the shampoo also removes build-up in the hair and scalp. Based on a consumer test, 92% saw healthier and more defined curls in one use. Unlike the shampoo, which contains an 8% bonding care complex, the conditioner is formulated with a 9% complex and a cationic surfactant. In a consumer test, product users said hair felt “intensely conditioned” for up to 96 hours. 

 

Coily and curly-hair consumers who love to style their hair, but don’t want to sacrifice its health and shine, are in luck with the Acidic Bonding Curls Hydrating Curl Cream. The cream provides up to 72 hours of curl definition, reduces frizz by 81% and protects against heat of up to 450°F, according to the brand.

 

Redken’s new Sculpting Curl Gel is formulated with squalane and jojoba oil to hydrate and preserve curl patterns with 76% frizz reduction. Redken Ambassador Leysa Carrillo said she appreciates the product’s creamy consistency, which “opens the curls,” hydrates and emulsifies into hair versus other market offerings, which may yield a crunchy-feel. 

 

The Acidic Bonding Curls Refreshing Curl Mist can reactivate curls for up to one week without washing. In the case of dry ends and oily roots, Redken Acidic Bonding Curls Leave-in Treatment is made with a 16% bonding care complex to easily detangle, tame frizz, boost shine and help shapeless curls bounce back to their natural form. According to the brand, 85% of users experienced smoother hair for up to 96 hours while 91% said detangling their tresses was “12 times easier.” 

 

“I’ve been testing, trying, using, mixing, mashing— and I’m obsessed,” said Carrillo of the new product range, during a Zoom that was held ahead of today’s launch. “I can’t wait for all the consumers to join us on this journey of amazing, curly hair.”

 

The Acidic Bonding Curls System is available at Redken salons nationwide, Ulta and online at Amazon and Ulta beginning May 1.

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