New haircare brand Hush has launched a DIY hair colour range that aims to treat hair issues at the same time as offering consumers opportunities to express themselves with impromptu dye jobs.
Created by Mana Brands, a leading private label manufacturer for multiple top skincare and cosmetics products, Hush aims to fill the void between haircare and cosmetics with a duo of hybrid products.
Hush’s debut collection comprises a "Prism Airbrush Spray," which offers kaleidoscopic wash-out hair colour in seven vibrant shades, in a cruelty-free formula that is free of peroxide, ammonia or harsh permanent dyes. The second product, "Fill Seeker Hair Plumping Fibers," targets flat or sparse hair, "hugging" every strand with magnetically charged micro-fibres that increase the strand diameter by up to 33.8% for a fuller, plumped-up look.
"At Mana, we pride ourselves in being the colour experts — with three of our four labs devoted to manufacturing colour cosmetics," said Victoria Colangelo, Senior Vice President of Product Development at Mana, in a statement. "Through our experience, we saw a void in the market; we saw a lot of makeup products being remarketed as hair products but never saw true colour cosmetics for hair. We leveraged our know-how in colour cosmetics and challenged our labs and salons to innovate, validate, and test new chemistries to create this concept of makeup for your hair."
The Hush range is currently available at Sephora, Sephora.com, and QVC, and the brand plans to roll out further hair solution products in the near future.