Organix broadens portfolio with at-home straightening system

NEW YORK — Vogue International's Organix hair care brand is expanding its portfolio with the new Ever Straight Brazilian keratin therapy collection, an at-home hair straightening system.

Made with the same scent as the Organix nourishing coconut milk collection, the blend of organic cocoa nut oil with keratin proteins promises to strengthen and soften the hair, while organic avocado oils and cocoa butter smooth the cuticle for straight, strong tresses, according to the company.

Like all other Organix products, the Ever Straight Brazilian keratin therapy collection is packaged in eco-friendly bottles manufactured from materials containing recycled post-consumer resin. All labels are printed using environmentally friendly inks and compostable label film made from annually renewable resource corn, not from petrochemicals.

The Organix Ever Straight Brazilian keratin therapy collection includes:

  • 30-day smoothing treatment ($14.99): This formaldehyde-free smoothing treatment infuses a keratin complex into the hair cuticle to help reduce up to 95% of frizz and curl. Ever Straight Brazilian keratin therapy 30-day smoothing treatment can be used on all hair types, including chemically treated hair. The treatment remains in hair for 48 hours, and during this time, the hair cannot become wet or bent. After treating the hair, the user must only use sulfate- and sodium chloride-free products to avoid breakdown of the keratin. Results typically last 30 days depending on hair texture, according to the company;

  • Shampoo ($7.99);

  • Conditioner ($7.99);

  • Flat iron spray ($7.99); and

  • Anti-breakage serum ($7.99).

The Ever Straight Brazilian keratin therapy collection is available at Walmart, Walgreens, CVS, Rite Aid, Duane Reade and Meijer.

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