Product shown: After Wash No. 1
Beth Minardi, who’s known for her pioneering past, present and probable future in the color business, is addressing a previously unexplored color topic…head on: “Each type of haircolor—whether its semi-, demi- or permanent color, bleaches or lighteners—damages the hair in a particular manner. That’s to be expected from a chemical point of view, and that’s how they ultimately work,” Beth explains. “Hair that has been treated with semipermanent haircolor, for instance, suffers little damage, while hair that has been lifted several levels can be as fragile as a cashmere sweater. I find it remarkable that there has never been a line of products that targets the specific damage done by each type of color process—until now.