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Aveda’s game-changing Be Curly Advanced haircare line for curls, coils and waves has arrived
Curls, coils and waves of all kinds, prepare to be cared for like never before. Aveda Be Curly Advanced, a brand new collection of silicone-free vegan haircare products four years in the making, is now available.
Unveiled in New York City on April 25 to a group of North American press, it was undeniable that Be Curly Advanced was truly a labour of love. “The thing that makes me most excited is that when we were building this product, I really wanted it to be something that brought ease to Black women in particular, because I’m a Black woman myself and I know that wash day is an arduous day,” said Renée Gadar, Aveda global artistic director of texture at the event, emotion evident in her voice. Gadar’s work with Aveda includes teaching, building curriculum and “advocating for true inclusion and diversity in our brand,” as she described in her own words.
“I wanted to put something out in the field that was for real, for us,” Gadar continued. “I know that the landscape of textured hair is very confusing because there’s so much contradictory information out there and so with this launch also comes an education deck to help artists really understand so that they can [then] give their guests autonomy at home and a feeling of empowerment and ownership.”
Co-developed by the brand’s global texture team and in-house scientists (“women who also have textured hair,” as Gadar explained in a press release) to bring Aveda’s plant-powered care to the specific needs of curls of all kinds, the formulas were rigorously clinically tested in areas like frizz protection, hydration, strength, shine and definition. The before and after photos are nothing short of mind-blowing and make the impressive product claims, including 72-hour frizz protection in high humidity and 89 per cent…
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