The newest addition to the Gold Lust line wasn’t derived in any traditional ways: Oribe looked to skincare technology to create its luxe Imperial Blowout formula. “We really wanted to make something very nourishing and different for hair so we worked with our chemist and talked about what could be new and different,” explains Jessica Friedman, Oribe vice president of product development. “We talked about textures we liked and we had a skin care product we loved and kept thinking about what [could be the top-of-the-line] for hair.”
The rich, soft, silky mixture goes through three phases once massaged into locks: It starts off as a cream, transforms into an oil and finishes as a powder. “I’m in the salon and do editorial work so I’m on both sides of the spectrum. I love that [Imperial Blowout] fits both,” says Kien Hoang, senior educator for Oribe and owner of Umbrella Salon. “It nurtures and polishes hair but [because it dries to a powder it] makes it very easy to build upon when I’m doing my editorial. It’s so cool. I get two-in-one!”
Oribe also gave editors a glimpse at some additional products on the docket. Set to launch next fall is Oribe Côte d’Azur Luminous Hair & Body Oil, a partner to its namesake fragrance. And on summer’s lineup: Oribe Cleansing Crème for Moisture & Control, which contains citrus extracts and purifying oils that gently remove dirt and debris without stripping hair; Oribe Curl Control Silkening Crème, which works to tame and hydrate curls; and Oribe Run-Through Detangling Primer, which offers heat protection while detangling and nourishing locks. “I’m so excited about the detangler! It’s an old category of products but it seems like it’s on everybody’s lists,” says Oribe co-founder Daniel Kaner. “It’s great for the person who doesn’t want to wear a lot of product in their hair. And the Cleansing Crème is very cool. It has natural oils and is amazing for curly-haired people who don’t want the frizz.” –Molly Church
