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New treatment, housed in dual-chamber bottle, delivers optimal balance of protein and moisture.
December 13, 2021
By: Christine Esposito
Editor-in-Chief
When a young Nancy Twine took matters into her own hands to obtain sought-after highlights and began to bleach her own hair at home with—you guessed it—bleach, she did real damage. But her mom’s homemade rice water treatment came to the rescue and helped repair her fragile, broken locks. Fast forward to 2021, and that DIY experience has now been channeled into Briogeo’s newest launch: Don’t Despair, Repair MegaStrength+ Rice Water Protein + Moisture Strengthening Treatment. In a Zoom meeting with editors, the Briogeo founder and CEO shared the story of her traumatic middle school hair experience as well as details on this new at-home professional strength treatment. According to Twine, social listening helps her fast-growing brand recognize customer needs. She said Don’t Despair, Repair fanatics were looking for something that could help with their extremely dry, brittle hair. Don’t Despair, Repair! MegaStrength+ Rice Water Protein + Moisture Strengthening Treatment is said to deliver an optimal balance of protein and moisture to hair for transformative results. The Advanced Rice Protein Complex contains rice-derived water, protein, ferment and oil to help protect hair against future damage by strengthening the cuticle with vital protein. A surge of moisture deeply nourishes dry, brittle hair to support healthy elasticity with a signature blend of rosehip oil, sweet almond oil and vitamin B5 plus biotin.
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