I’m calling it. This new brand is about to be the next big thing in hair.
His name is Dr Eric Pressley.
Back in 2014, the material scientist created the famous bond-building technology behind Olaplex, which entered the market and went on to blow up the hair repair space.
Since then, the industry has become populated with an array of different bond-building hair treatments from all different brands. There's a lot of stuff out there — and even as a beauty editor, I find it hella confusing.
There are lots of steps. Lots of numbers. Lots of brands. Lots of pre-shampoos, leave-in conditioners, masks and creams. It's crowded — and to be honest, it can be very tricky to know what's worth your money.
And when I sat down with Dr Pressly last week, he said this is exactly why he decided to go back to the drawing board and create a new formula and brand.
"The level of performance was just not there," he told me. "I wanted to weed out the in-effective products and come up with something new."
Watch: 5 ways to lift your hair game. Post continues below.