THE REALLY QUICK VERSION
INNOluxe uses amazingly advanced protein technology to create superstrong sulphur bonds, repairing and rebuilding your hair and leaving it soft, strong, healthy and shiny.
THE NOT-QUITE-SO-QUICK VERSION
INNOluxe isn’t just any old product to make your hair feel soft and smell nice. It’s built on some seriously game-changing science, and we’re properly proud of the protein technology that goes into our products, transforming the world of haircare.
INNOLUXE HAIR SCIENCE 101
Your hair is up to 91% protein. Crazy right? That’s 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 (hi!), 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’s a bit delicate, it’s vulnerable. There are lots of other factors that can weaken or break up those important bonds. Things like drying, ironing, or even the sun.
Until recently there weren’t many options for dealing with weak, dry, damaged hair. You had to put up with it or cut it off. More recently the world of haircare has developed ways to protect and start repairing hair, and that’s great news for slaves-to-style worldwide.
INNOluxe goes further than any of those other developments. We’re a British company working with a team of scientists in Brazil, and together we’ve developed ground-breaking protein technology that protects, rebuilds and repairs each hair. 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 we have added Cystine, an amino acid that delivers complete di-sulphide bonds direct into the hair, giving it unseen before strength and flexibility.