If you have ever dreamed about having the healthy, full-bodied locks of an original supermodel, then Cindy Crawford is helping you get one step closer, as her Meaningful Beauty brand is expanding into haircare.
What's more, the new line focuses on nourishing and protecting your hair as you age, including using a tried-and-tested pro-ageing skincare ingredient to boost hair vitality.
It's an area of beauty that Crawford, now 55 years old, is especially passionate about:
“We expect our skin is going to age… and your hair, you know it’s going to go grey, but no one really talks about your hair ageing,” Crawford told WWD.
“We might say we had a bad haircut, but I think it’s very vulnerable for women to talk about like, ‘Oh my god, my hair is thinning a little bit,’ Crawford continued. “I think women’s emotional attachment to hair and what it means, in a weird way it’s more emotional than skin.”
The supermodel is right - your hair strands do become finer as you get older, which is why it can appear less dense, more prone to breakage and might lose some of its bounce and shine over time. There's also a lack of conversation around the topic.
Crawford, like many women, also experienced changes to her hair after having her two children. Post-partum, your tresses can appear more brittle or dull, while hormonal changes could contribute to more noticeable hair loss.
“I look at my daughter’s hair, and it’s so bouncy and shiny,” Crawford explained, referencing model Kaia Gerber. “It’s not frizzy. It doesn’t break… I always tease her, like ‘You have my old hair. Give it back.’”
It's this personal experience that has lead to the new haircare line. And, while it might not quite allow you to rewind the clock to your teenager years, it is designed to add strength and shine to your head of hair whatever your age.
A star ingredient of the hair collection, which includes a shampoo, conditioner and scalp treatment, is a melon-sourced antioxidant extract - the same pro-ageing ingredient found in the supermodel's Meaningful Beauty skincare products. The products also contain a plant-based alternative to keratin, with both ingredients utilised to help restore hair thickness and hydration.
There is also a leave-in spray (which works as a conditioner and heat protector) and a root touch-up palette in six shades to help you tackle grey strands, should you wish, between salon visits.
Launching on 21 June, prices for the haircare products start from around £26 for the leave-in spray, with both the shampoo and conditioner retailing at approximately £42.
Luckily for us in the UK, Crawford launched Meaningful Beauty in 2004 with a direct-to-consumer approach. That means we can purchase the products direct from the website if you are prepared to pay international shipping costs.
If it gives us half the head of hair that Crawford currently boasts, it will be worth it...
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