700,000 of the world's greatest minds turn their attention to finding the best solution for low-damage hair bleaching
27 February 2024 – A network comprising 700,000 of the world’s greatest thinkers has been tasked with finding the best hair bleaching solutions that reduce hair damage and provide more control over the intensity of the effect.
With around one-third of women dying their hair and the global haircare market worth $84.32 billion annually, hair bleaching is as popular as ever. Yet a 2021 study revealed that 86% of women with bleached hair described it as ‘stressed out’, ‘thin’, ‘split’, or ‘dry, while 40% blamed bleach for their hair damage.
The new
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