Something major is happening in 2020 that hasn't happened in four years. No, it's not the election — it's something we can all actually look forward to. Procter & Gamble, the drugstore beauty giant, is adding a new member to its family of hair-care brands that have become staples in our bathrooms. Head & Shoulders, Aussie, Herbal Essences, Pantene — ever heard of them? They may even be in your shower right now. But P&G's newest line probably belongs more in the caddy right next to the sink.
Enter: Waterless, the hair-care line designed to encourage water conservation and help those of us who don't — or can't — wash their hair every single day.
Backstory
The brand was first developed for residents in Cape Town, South Africa, to prepare for "day zero," when the city’s water sources dry up and rationing begins. You don't have to wet your hair to get these products to work, which comes in handy when you're trying to preserve water. The brand is broken into four ranges: Clean, Condition, Style, and Fragrance, which are said to be designed with all hair types in mind. The Clean and Condition collections are divided into products for fine and oily hair and thick and curly hair, while the Style and Fragrance collections are good for any hair type.
Clean includes a dry shampoo and dry shampoo foam; Condition has a weightless dry conditioner, a hydrating dry conditioner, and a hair balm; Style includes a curling cream and heat protectant. As for Fragrance? Oh, that one's a deliciously scented hair refresher.
Before these hit shelves, we got a chance to see how they really work on a few hair types. Is P&G's newest brand in four years about to be the one we rely on for years to come?
Jessica Cruel: Kinky-Coily 4B Hair
Features director Jessica Cruel has tightly-coiled 4B hair and typically washes it twice a month. So between-washes maintenance is crucial, but a lot of products in that category don't cater to kinkier hair types.
"Usually, a product that’s classified as a dry shampoo makes me roll my eyes and walk in a different direction," she says. She's not alone. It's a sentiment that many people with type 4 hair often express.
"Traditional formulas don’t work for my 4B hair for a few reasons: I don’t ever brush my hair, so the white residue lurks, making my curls look like a really bad powdered wig. They're also super drying on my natural hair, and the grittiness that is left behind makes me want to run to the shower."
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January 02, 2020 at 08:00PM
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P&G Launches Waterless, Its First New Hair-Care Brand in Four Years - Allure Magazine
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