Of course, you bought that expensive hair mask — the one that promised to restore your locks to a voluminous, sleek, hydrated state — with the best of intentions. Yet, despite motivation and, even, some initial effort, that hair mask sat unused in your shower, up against a ticking expiration date and a thin biofilm accumulating on its cover.
Louise Rusk, salon director at Boston’s Green Tangerine Spa and Salon doesn’t blame you. “Nobody has time,” she says.
Rusk is talking not just about everything else today’s woman has going on in their day-to-days (work deadlines, errands, family obligations, social plans). She’s talking about hair care.
Over the past decade, according to Rusk, while the salon industry has seen a huge increase in the number of women who professionally color their hair — something that often calls for more at-home TLC for your locks — the number of ladies buying at-home hair treatments like masks has dropped off.
So, a few years ago, she started asking questions.
She discovered that no one had time to use the types of products that would help them the most, namely, hair masks. Shampooing, conditioning, then applying a mask for 20 minutes simply wasn’t, and isn’t, an option for the busy woman.
“There was this recurring theme,” Rusk says. “Everyone wanted to take care of their hair, but no one has 20 minutes.”
In aiming to create a product that would actually get used, Rusk knew she needed something that would be fast, easy and effective. Enter: Jess & Lou, a five-minute, pre-shower hair mask that you use on dry hair. And, it’s launching May 22.
What is it? A five-minute, once-a-week mask you keep in your medicine cabinet, not your shower.
How do you use it? Apply the product to the lengths and ends of dry hair, pre-shower, for just five minutes. Once you’re in the shower, just wash and condition as normal.
What to expect: All of the same results as the mask you never used: It hydrates, repairs, rejuvenates, and restores your locks to a head of hair that’s smooth, healthy, shiny, and full of body. Since it’s silicone-free, you might not get that ‘smooth’ feeling you do after applying other hair care products, but because of the lack of silicone and sulfate, you also won’t get the buildup and need for clarifying shampoos. Jess & Lou is also packed with good-for-your-hair ingredients, including antioxidants, omega 3 fatty acids, vitamin E, proteins, zinc, flaxseed oil and chia seed oil, leaving locks stronger and healthier a bit more naturally.
Where to buy it: Jess & Lou website, as well as any Belgrade Group salons (Green Tangerine Spa and Salon, James Joseph, Corbu, Lord’s and Lady’s, and Mizu), starting May 22.