Color Wow unveils new 'naked technology' for curly hair

Color Wow has launched Curl Wow, which the company said is a totally new approach to curl care.

The line has been formulated with new 'naked technology', which features the profaxil-18 complex that has been developed by the brand's chief chemist Dr Joe Cincotta in the Color Wow labs.

This complex breaks down the large particles in oils so that they can easily flow down the hair shaft and penetrate the cuticle. In addition, the MEA-18 component of this complex forms a seal that locks in moisture, smooths frizz and feels dry to the touch – giving natural curls shine and bounce, without weighing them down.

“The oils in the Curl Wow line will not lay on the surface or pool up in the twists and turns of the strand like oil does in traditional curl products,” said Dr Cincotta.

Now available in Ireland, the Color Wow Curl Wow collection consists of a pre-shampoo treatment to prevent snags and knots, shampoo, conditioner, a serum, and a bi-phase leave-in spray.