Hate your frizzy hair but find salon based Keratin treatments too expensive? Never fear, help could be at hand for you in the shape of OWOW, a recently launched home salon beauty brand which can transform your locks for up to three months with one home application.
Unpredictable weather can spell disaster for frizz-prone hair but when instructions are followed properly, Owow can leave your hair looking immaculately sleek.
Owow's smoothing treatment emulates salon Keratin treatments and is already an instagram hit.
A power-trio of shampoo, conditioner and smoothing treatment, the Owow kit (RRP £54. 90) enables frizz-free hair at-home, results can last up to three months, with minimal maintenance required in between. The makers say that the Owow signature treatment, comprising gentle acids paired with natural ingredients, rivals expensive salon Keratin treatments.
Made in Brazil, the product is the brainchild of entrepreneur Georgiana Grudinschi who launched Owow in August 2019 to fill a gap in the market. She explains, “I created Owow as I wanted people to be able to emulate salon quality treatments at home. Owow enables frizz-free hair, with healthy, simple and cost-effective products.” The 27-year-old regularly had Keratin hair salon treatments but grew tired of the cost and time that the chemical-filled process entailed.
The Estonia based entrepreneur - pictured below - created Owow with $1,000 in the bank.
"The aim was to develop a product that would deliver a shiny, after-hairdresser look in an accessible at-home format and with long-lasting results."
She disliked the fact that most keratin treatments - a smoothing treatment that seals the hair cuticle with a coating of protein to eliminate frizz while adding shine - contain formaldehyde, which may be linked to chest pain, coughing, and nose and throat irritation. Owow say that their all-inclusive smoothing kit containing a sulphate and paraben-free shampoo, conditioner and treatment serum, delivers the same results as a traditional Brazilian Blowout.
Georgiana says, "Sales keep increasing. In the past 30 days we have sold 6,000 units which is $521,000 in revenue." Can't be bad. She goes on, "With the current sales volume we are on track to make $5million in revenue for the first year of operation which feels surreal."
Note: As is the case with traditional Keratin treatments, this does not suit every hair type. Remember always follow instructions to the letter when trying a new product.
I'm Gilly, award winning journalist and author of 12 books. Published credits include the Telegraph, Daily Mail, CNN, Daily Express, Country & Town House, The Scotsman, The Sun, Woman's Own, Lonely Planet, etc