Pureance in introducing a new haircare collection to tackle damage. The new line is formulated with hydrolyzed wheat protein to address structural protein loss at the level of the hair cortex, offering an alternative to traditional silicone-based products, according to the brand. The Power of Hydrolyzed Wheat Protein Hydrolysis reduces wheat protein molecules to a low molecular weight—small enough to pass through the raised hair cuticle and reach the cortex directly. The result is a mea...