January 15, 2021

Biolage R.A.W. Extends Line With 5 Styling Products

Matrix is diving deeper into its recently launched Biolage R.A.W. line with the addition of styling products.
“When the brand was started in 1990, it became synonymous with natural,” said Paul Schiraldi, vice president and general manager of Matrix U.S. “R.A.W. really allowed us to evolve.” The brand launched three shampoo-conditioner lines — Nourish, Recover and Uplift — in fall 2016.
This August those systems will be following by five styling products: Smoothing Styling Milk, Curl Defining Styling Butter, Frizz Control Styling Spray, Texturing Styling Spray and Bodifying Styling Jelly. The products will retail for $19.50. The Smoothing Styling Milk contains oat extract and honey; the Curl Defining Styling Butter uses cocoa; the Frizz Control Styling Spray contains lavender; the Texturizing Styling Spray includes matcha green tea, and the Bodifying Styling Jelly contains lemon.
“We felt like there was really an opportunity to modernize what natural hair care meant…there isn’t a regulation for organic ingredients in hair care, and we felt like that was misleading for consumers…just because a shampoo has an organic ingredient in it…doesn’t mean the formula is organic,” Schiraldi said.
So the brand took the opportunity to define what natural meant — settling on a “natural origin” definition, which means ingredients

Follow WWD on Twitter or become a fan on Facebook.

Read More…