JACKSONVILLE, Fla. — Hair care manufacturer Creme of Nature has announced that it is launching Straight from Eden, a new relaxer system that utilizes a straightening creme that is 100% derived from plants to make chemical straightening gentler on hair for better management with less dryness, damage and hair breakage. The product will be in stores beginning this month.
Straight from Eden utilizes two activators — one liquid and the other a creme booster. Once combined, the pH rises to straighten the hair with a less damaging effect, according to the company.
"We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation," stated Shawn Tollerson, Colomer Beauty Brands VP of marketing. “This is the moment when the true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit."
Straight from Eden's formula does not contain lye, petrolatums, propylene glycol, formaldehyde, sulfates, parabens, mineral oil or alcohol. It uses the power of coconut to restore strength and protect hair from damage, avocado to fortify hair and promote overall hair healthiness, and olive oil to hydrate the strands and infuse necessary moisture, the company stated.
"Consumers who relax their hair love their styles and the manageability it provides, but they have been searching for a healthier, less damaging option," stated Tollerson. "After four years of research and development, we found a way to provide consumers with the straightening performance they demand, while also allowing the natural oils to penetrate the hair during the relaxer process. This is unprecedented."
Straight from Eden comes in two formulations: Hair Type A for fine, wavy, delicate hair looking to reduce frizz and improve manageability and Hair Type B for normal to thick hair. Both plant-derived hair care systems contain 100% plant-derived straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment and repairing oil.
Straight from Eden will retail for $7.99 to $10.99 at mass-market stores and beauty supply stores nationwide.