What the founder wanted
A premium mask for bleached, chemically treated and heat-damaged hair needed a credible repair mechanism and the sensory performance to support salon-adjacent positioning.
How it was built
I developed the formula from scratch around a cysteine and maleic-acid repair route, then added the proteins and conditioning system needed for strength, slip and rinse feel. The full INCI, phase logic, processing sequence, suppliers and claims direction were documented.
What was included
- Bond-repair mechanism and complete INCI
- Conditioning and protein system
- Processing sequence and supplier direction
- Premium positioning and claims boundaries
What it unlocked
The founder received a technically legible route to a high-slip premium mask with stronger differentiation in a crowded bond-care category.
This case file relates to the The Formula Blueprint and the founder note below.
Explore the The Formula Blueprint →
Read: Packaging and Texture Have to Be Designed Together →