Healthy hair movement and the science behind it 

With our newly reformulated Shampoos and Conditioners, every single one of our wash-day duos makes hair stronger with each wash. Full, Perfect hair Day™, Restore, and No Frizz were not only customized to be more bespoke-like for different hair concerns, but all were infused with ingredients that protect and repair with every wash. Given that our Curl line just launched last year, the formulas were already leveled up compared to our shampoos and conditioners in terms of its hair-type-tailored formula and benefits with immediate and long-term payoffs.  

Why we’re talking about healthy hair movement (and also the #healthyhairmovement)  

As our scientists were looking into the science of rinsing responsibly—and the consequential difference it would make—their findings were surprising, to say the least. Healthy hair moves differently, and damaged hair can lose up to 45 percent of its natural movement. 

A quick note on hair health: There are several physical attributes that can often be applied to the umbrella of what’s considered “healthy hair,” but how pliable or not your hair is plays a key role in movement. Think of the natural swing that a fresh blowout or bouncy ringlets typically has. Consider pliability as the flexibility—or better yet, the bounce back—each strand can have or not. 

How damage affects hair movement 

Because when hair isn’t pliable, it’s not flexible, so it just kind of hangs there. Especially if your rinse-and-repeat isn’t designed for the hair that you have—not to mention free of silicones, parabens, phthalates, and sulfates.  

The key to unlocking your hair’s pliability—and therefore, natural movement—is to rebuild its strength. So, after our newly launched Curl collection hit shelves and received particular snaps for the duo’s ability to make hair 3x stronger with every wash*, it only seemed natural to bring that kind of energy (curl power is real) to the rest of our existing collections.  

Which is where our brilliantly engineered, newly reformulated Shampoos + Conditioners come in: Our Full, Perfect hair Day™, No Frizz, and Restore collections now all protect hair against environmental damage, color fade, and breakage while repairing damage from everyday stressors. Because when it comes to your haircare, there should never be trade-offs. And besides, we have the whole thing down to a science. 

When in their healthy state, hair fibers have more vitality, swing, and bounce because the cuticle is sealed. And that doesn’t just make the hair shinier or softer, a sealed cuticle ensures all the moisture that hair’s inner layer, the cortex, needs to succeed. And besides, when you see that kind of healthy hair movement, it’s unmistakable—and until now, seemingly impossible to recreate with just the help of a shampoo and conditioner. 

How to find your healthy hair movement franchise fit

• Stop flyaways and frizz before they start with No Frizz Shampoo + Conditioner, which leave hair noticeably smoother after just one wash.  
• Prove that size matters by getting 2x as volume in one wash with Full Shampoo + Conditioner.** 
• Restore Shampoo + Conditioner now really hone in on repair (if you’re a frequent bleacher, raises hand) by reducing 70% of breakage and leaving hair 4x stronger after one wash.*** 
• Multitask with our multi-benefit Perfect hair Day™ Shampoo + Conditioner, which adds 68% more shine, provides a 24-hour instant hydration lock, and leaves hair 3x stronger**** with just one use. 
• Shop Curl Shampoo + Conditioner for a creamy, low-lather experience that detangles, encourages natural curl groupings, and leaves hair 3x stronger in one use.* 

Still not sure where to start with your haircare routine?  

You can easily find the right shampoo and conditioner for you by taking our hair quiz — think of it as your starting point to a whole new redux on wash day. In suds we trust. 

If you’re looking to care for your scalp, check out why everyone’s talking about hyaluronic acid in haircare on TikTok right now—and how we’re already on top of that trend. 

*After 1 use of Curl Shampoo + Conditioner vs. Untreated. 

**Based on laboratory results of Full Shampoo + Conditioner vs. untreated.  

***After 1 use of Restore Shampoo + Conditioner vs. Untreated. 

**** After 1 use of Perfect hair Day™ Shampoo + Conditioner vs. untreated.