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Waitrose now stocks White Hot products; a haircare range especially for white or grey hair, in 56 Waitrose stores nationwide.

If you have grey or white hair, you can now buy White Hot Hair, a vibrant hair care range for women with white or grey hair, in 56 Waitrose stores nationwide. White Hot is the brainchild of Founder Jayne Mayled (58), when she was inspired by the reaction she received when she let her own hair return to its natural colour. Jayne realised she was challenging the status quo of current unspoken beauty rules when she decided to embrace her natural grey: “I’m in my fifties, so it’s perfectly natural that I’ve got grey hair. But everyone from close friends to business colleagues to complete strangers felt they could comment, and not all of it was positive.”

After a long career working in the beauty industry, Jayne wanted to use efficacious hair products created especially for her new hair type, and which, importantly were positive, celebratory, and felt luxurious to use. Not finding any haircare products like this, Jayne believed that not only was there a gap in the market for a product that was both efficacious and inspirational, there was also an interesting discussion to be had about the unspoken beauty rules surrounding women and grey hair. Believing there should be no age limit on enjoying beauty products, she decided to create her own range, and White Hot is the result.

The capsule collection has six products designed to make white or grey hair look and feel gorgeous, in vibrant, contemporary packaging. The range available to buy in Waitrose is: Brilliant Shampoo; a brightening shampoo that gets rid of brassy yellow tones and brightens hair, Glorious Shampoo; an everyday shampoo that gives hair a shine-giving cleanse and Luminous Conditioner; a rich and creamy conditioner for lustrous flex. There are also two styling products in the range - Lifeshine Oil; a multi-purpose lightweight oil that nourishes, smoothes and glosses white and grey hair and Shooshing Crème which gives hair weightless volume and texture in an instant. Ingredients include KeravisTM to strengthen, Shea Butter extracts and White Truffle to moisturise, Sweet Blue Lupin to brighten and Baobab Oil to smooth, nourish and moisturise.

White Hot is now available in over 50 Waitrose stores nationwide. For a full list of which Waitrose stores White Hot is in, please see the following stockist list: https://www.whitehothair.co.uk/2016/01/1161/ or contact Amy Gough on amy.gough@truestory.uk.com

White Hot is a capsule collection of shampoos, conditioners and styling products specially formulated for the needs of white and grey hair. Prices range from £12.00 to £14.00.

Contact Information: For more information, images or samples please contact Amy Gough on tel: 0115 984 4200 or email amy.gough@truestory.uk.com.

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