Before you get to know Virtue’s most anticipated launch of 2022, Frizz Block™ Smoothing Spray, it’s important to understand how it’s made (and how it can transforms frizz-prone hair into shockingly smooth, sleek, and frizz-immune strands for up to 72 hours). Here, Debby and Marc from Product Development spill the secrets on how this wonder-working mistis formulated to seal the cuticle and protect from heat no matter what humidity has in store.
How long did it take you to develop this formula?
Debby: Frizz Block™ actually took more time to develop conceptually than it did in the lab. We knew there was a need for a powerful anti-frizz spray, but we wanted to make sure we went beyond its basic need to deliver more health benefits to the hair. Researching ingredients and technology that would partner effectively with our Alpha Keratin 60ku® was key. We knew when, in testing, Frizz Block beat out its biggest competitor, that we had a winning formula.
Marc: Most Virtue®️ formulas take at least 6–9 months for development, from brief to formula completion. Frizz Block™ went through many formula iterations until it met or exceeded all performance criteria. That included extensive internal evaluation & instrumental testing in our in-house lab, consumer perception, as well as third party testing to validate efficacy, performance, and quality. It also underwent a broad range of internal, stylist, and brand ambassador panels.
What are the ingredients in this formula that are so effective at fighting frizz?
Debby: This breakthrough microemulsion spray is powered by a specialty lipopeptide in combination with the damage-seeking and ultra-repair properties of Virtue®️’s patented and proprietary Alpha Keratin 60ku®. This is how we were able to eliminate and control frizz with humidity-blocking technology that’s suitable for all hair types from fine to coarse.
How do they work with rgw protein, Alpha Keratin 60ku®️, to actually make hair healthier?
Marc: In this case, our protein was paired with lightweight humectants, sheer silicones, and a transparent microemulsion to smooth frizz and flyaways and to provide a weightless protective barrier that locks out humidity. This formula also incorporates Panthenol (Pro-Vitamin B5) for heat-activated conditioning as well as UV/solar protection, anti-pollution protection, and 450º F heat protection.
How did you test the 72-hour claim?
Debby: We actually conducted clinical testing on this formula at TRI Princeton to evaluate its ability to mitigate frizz for 72 hours, which is evaluated at baseline, after treatment, and after being exposed to 80% relative humidity for 1 hour, 2 hours, 4 hours, 8 hours, 24 hours, 48 hours, and 72 hours.
What hair types and textures is this product best for?
Marc: It was formulated to be a very sheer product that will not weigh down the hair or make it greasy, while still being an effective humidity shield and frizz “block.”
Debby: This product is best for all hair types that frizz or hair that puffs out and becomes unmanageable in humidity. It’s important to note that this product is heat activated, so it requires heat from styling tools to lock it in.
But it’s not just our scientists and product developers that have great things to say about Frizz Block. Editors can’t stop talking about it either.
Wondering how to use it?Let’s Start with Thick, Textured & Frizz-Prone HairFrizz-prone hair comes in all textures and densities. For Julianne’s thick, coarse hair, the summer has always brought with it a host of issues and anxieties around styling. Here’s how stylist and salon owner, Chris Jones, curates the perfect cocktail of products to give Julianne a soft, smooth, shiny, and frizz-free blowout that lasts up to three whole days.
GET THE LOOK
On wet hair, apply Leave-In Conditioner to detangle, hydrate, and protect hair. Comb through.
From mids to ends, work Un-Frizz Cream into hair for added smoothness.
Then, in sections, apply Frizz Block™ from root to end. Comb through.
Blow dry as usual.From mids to ends, apply Healing Oil for protection and shine.
Finish with 6-in-1 Style Guard Hairspray for touchable hold.
For Medium-Thick, Frizz-Prone HairFor Gislaine’s hair, which is medium-thick, color-treated, and prone to puff out in humidity, she was ready to tackle summer temps with more confidence. Here’s how stylist and salon owner, Kindale Godbee, curates the perfect cocktail of products to give her a super-smooth, shiny, and frizz-free blowout that lasts up to three whole days.
GET THE LOOK
On damp hair, apply Un-Frizz Cream from mids to ends for added smoothness.
Part hair in sections and apply Frizz Block™ from root to end. Comb through.
Blow dry as usual.From mids to ends, apply Healing Oil for protection and shine.
Finish with Texturizing Spray for touchable texture and effortless-looking style.
SHOP FRIZZ BLOCK™ SMOOTHING SPRAY
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