Beauty Store Business

AUG 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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90 August 2017 | 7 Aloe Vera Benefits: Soothes and Nourishes It's said that Cleopatra called on aloe vera for inclusion in her beauty regimen, and it's easy to see why. The plant extract is positively packed with vitamins A, C and E, 18 amino acids and over 20 minerals. On coifs, its benefits are countless. It nourishes and hydrates hair shafts and zaps oily buildup, letting pores breathe. It also combats dandruff and clears away dead skin when used before shampooing, thus soothing itchy scalps and balancing pH levels. Finally, the gel's inherent protein— which is comparable to keratin in makeup—stimulates follicle growth for Rapunzel-style locks that won't quit. The Leave-In Moisturizer Hair & Scalp Treatment with Aloe Complex from Fantasia mends dry, brittle, frizzy and color-treated tresses, while relieving the scalp of itching and flaking for healthier, conditioned and smoother locks. SRP: $6.49, SEE IT TO BELIEVE IT: 8 Green Tea Benefits: Prevents Hair Loss and Damage High-quality antioxidants (specifically epigallocatechin gallate or EGCG) found in green tea are to thank for neutralizing free-radical damage and reducing the harmful effects of oxidative stress that contributes to hair loss. When incorporated into haircare products, the cured leaves go even further, inhibiting the hormone DHT that causes hair to fall out. Mithavayani adds, "It's a good source of panthenol, a lubricating compound used in shampoos and conditioners to strengthen strands; and green tea contains the unique amino acid theanine, which defends against split ends." 9 Tea Tree Oil Benefits: Alleviates Dandruff and Itchy Scalp Native Australian aborigines were the first to employ essential oil from the Melaleuca alternifolia tree belonging to the myrtle family. They crushed the leaves and applied the salve as antiseptic for treating burns, cuts and infections. That says much about its cleansing properties. In fact, a 2002 study in the Journal of the American Academy of Dermatology found that when a group of participants washed with shampoo comprised of five percent tea-tree oil over the course of four weeks, nearly half saw a significant decline in dandruff. Those spared from flakes but still suffering from scratchy scalps will likewise benefit from its ability to hydrate and stop the itch. 0 Keratin Benefits: Restores Lost Proteins Keratin, a protein, is the main building block of hair. Damage to cuticles may lead to keratin loss, which ultimately makes fibers break. "Hydrolyzed protein is the only ingredient that can actually repair the areas where keratin was lost due to heat or chemical processes, plugging holes in injured shafts so strands get strong," Winslow explains. One-step, at-home treat- ments typically blend keratin amino acids, botanical oils and vitamins to deeply penetrate and restore softness. (Two-step concentrated treatments, designed for professional in-salon use, provide longer strengthening benefits.) Condition, detangle and rejuvenate tired, damaged locks with Theorie's Green Tea Energizing Conditioner. The oils within reverse damage done by styling—even after one use. SRP: $19, SEE IT TO BELIEVE IT: Marrying the power of tea tree oil with healing aloe vera, rosemary, rosehip and licorice, the Artnaturals Tea Tree Shampoo helps elimi- nate dead skin cells associated with itchy scalps, dandruff and flaking, leaving hair healthy and clean. SRP: $18, SEE IT TO BELIEVE IT: The ApHogee concentrated Keratin 2 Minute Reconstructor provides serious protection to hair between salon visits. Recom- mended for colored, bleached or relaxed hair, it will repair damage from chlorine and hard water. SRP: $11.29 (16 oz.), SEE IT TO BELIEVE IT: From Top Left: Kameliq, Chiociolla

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