Have you ever puzzled what are these white, scaly deposits in your showerheads and taps? Or, what are these stains that refuse to depart your rest room flooring and partitions? Have you ever thought why, even after shampooing, cleaning, and rinsing totally, your hair continues to really feel unclean and greasy? Well, there’s one believable reply to all of this—HARD WATER! Hard water is water that has excessive mineral content material versus delicate water. Hard water is shaped when water percolates into the earth by layers of rocks composed of calcium and magnesium minerals and salts (carbonates, bicarbonates & sulfates). Today, over 70 per cent of India receives onerous water and it’s a share that continues to develop on account of unplanned urbanization and strain on groundwater provides. The actuality is that water high quality is altering quickly and the extra we develop, this concern is more than likely to domesticate as nicely. Hard water impacts every day life in some ways, and disrupting the pH stability of your scalp and affecting the high quality of your hair adversely might be the place these results can most starkly be seen. The positively charged steel ion and salt deposits current in onerous water follow the negatively charged floor of the hair which in flip makes it heavy, sticky, flat, and broken. Long-term use of this will additionally trigger flaking of the scalp, hair loss, and breakage. The extra broken the hair, the extra potential for cost accumulation on its floor, and this vicious cycle of deposits and harm continues. So, what’s the answer? Regular shampoos and cleansers are ineffective at eradicating metal-ion deposits from hair and scalp. What is required are chelating brokers to take away these dangerous deposits. Enter iluvia! Co-founded by Palash Pandey and Nishant Gupta, iluvia is a new-age, self-care brand that’s altering the industry with its product-driven innovation and know-how. Leading with its haircare portfolio, iluvia stands on three pillars: honesty, innovation, and science-backed analysis. During their time at Vellore Institute of Technology (VIT), India, the co-founders observed a lot of points with the water acquired there. In reality, a lot of scholars who had relocated to Vellore from totally different components of India had been beginning to complain about the water and the way it was affecting them with considerations like hair fall, thinning, and untimely greying. Upon deep-diving into this, it was realised that the water in Vellore was extraordinarily onerous, a drawback that prolonged past that geography to a number of components of the world even. As a outcome, customers wanted a answer that might assist them reverse the damaging results attributable to onerous water on their hair and scalp. Thus, iluvia was born, with the launch of its flagship product—India’s first onerous water shampoo. Developed from the floor up, it reverses onerous water harm on hair & scalp whereas enhancing quantity. iluvia develops holistic options for rising considerations confronted by customers, thus making iluvia a brand that’s not solely related in immediately’s instances but in addition one which fills big want gaps in the industry. The brand’s onerous water vary contains the Hard Water Shampoo, the Squalene Restorative Conditioner and the Intensive Hair Care Serum. This vary of scientific formulations takes on points attributable to the onerous water drawback whereas making certain excessive buyer satisfaction. First on this system is the Hard Water Shampoo which is designed to softly however successfully take away steel ion deposits from hair and scalp with the assist of naturally-derived chelating brokers and superior water-soluble silicones that don’t weigh hair down. The second is the Squalene Restorative Conditioner. Unlike different conditioners, iluvia’s Squalene Restoration Conditioner makes use of plant-derived Olive Squalene to enhance the elasticity and power of hair. Last however not least is the Intensive Hair Care Serum. Incorporating three uncommon, valuable oils (Pure Argan Oil, Olive Squalene Oil & Baobab Seed Oil), this serum is light-weight, non-sticky, and made to impart shine and manageability—a excellent end to the haircare routine. iluvia Complete Professional System for onerous water care. L-R: Hard Water Shampoo, Squalene Restorative Conditioner and Intensive Hair Care Serum When it involves revolutionary merchandise in the haircare class, iluvia’s innovation doesn’t simply cease at the onerous water vary. Their portfolio additionally consists of a hydrophobic Hair Repair Mask that repels extra moisture whereas defending hair from humidity. Despite what we hear so frequently, it’s true that moisture just isn’t good for hair. In reality, hair is at its weakest when it’s moist. Moreover, the place excessive humidity is current in the atmosphere—the hair construction swells up leading to brittleness, frizz, and breakage. iluvia’s Hair Repair Mask makes use of biomimetic know-how and breakthrough substances that restore the hair’s pure hydrophobicity, defending it from frizz-causing moisture and humidity. The brand additionally just lately launched its all-new Repair Reviver System—a full vary designed particularly for wavy, curly, and coily hair. With curl-care routines being extraordinarily time-consuming with a lot of pre and post-shower steps, this new vary helps attain bare, pure curls with simply 3 merchandise! What’s extra, in contrast to curls set with styling merchandise which might really feel sticky and heavy, bare curls are extraordinarily delicate and pure to the contact. You are certain to fall in love with how attractive your hair feels! To promote curl retention, naturally current hydrogen & salt bonds should be stabilised, whereas concurrently affecting the melting level of fatty acids in the hair for improved flexibility, fluidity and form retention. The Repair Reviver Shampoo & Mask comprises amino acids from rice water and Tomato bio-ferments which stabilise the pure hydrogen and salt bonds and supplies light cleaning for wavy, curly, and coily hair whereas retaining and enhancing its pure texture. All-new iluvia Repair Reviver Duo. L-R: Repair Reviver Shampoo & Repair Reviver Mask When it involves the future, it certain could be very thrilling for the brand. iluvia is at present current throughout key marketplaces and in over 1800 salons in India throughout 70+ cities, as the brand continues to develop. Innovation and R&D stay as necessary as ever with some thrilling new launches coming quickly in the haircare class.
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