Hairdressers love volume powders because of the instant grip and amplification on the hair. However, they don’t receive as much love from clients, as the after feeling on the hair can be gritty or sticky due to the magnesium, which is often used to create the grip.
We have spent time formulating a 100% magnesium-free product, which has fantastic grip and hold, while being completely colour safe.
In Sussex, the home of Electric HQ, we are set on chalk-rich soil, hence the white cliffs and the growing number of wine makers, all based in the South-East. We have used a unique blend of ‘Silica’ to repack the usual magnesium. Silica is a mineral found naturally in sandstone, clay, and granite, as well as in parts of plants. Silica is used as a versatile ingredient in the cosmetics and skin care industry because of its ability to serve as an abrasive, anti-caking agent, bulking agent, opacifying agent and suspending agent.
We grind this product so fine that it is almost invisible to the eye when it leaves the bottle. It almost defies gravity and has a performance that is second to none. It is a red-carpet favourite, where hair is required to be held, yet move freely.
