According to an article by WWD, Eric Pressly, the inventor and scientist behind cult-favourite brand, Olaplex, has launched another next-generation brand focusing on high-performance hair care.
So far, the brand (named epres™) consists of two science-based treatments, including one at-home product and a professional in-salon SKU.
Powered by Pressly's cutting-edge chemistry, the inaugural technology is an innovative, acid-free bond repair treatment. The formulas contain only four ingredients that work to create professional-grade results on all hair types.
epres™ is also the only brand on the market that uses Biodiffusion™ technology, meaning there is no other comparable brand. This unique technology allows the products to continue transforming the hair long after it dries, in one very simple step.
"epres™ is the future of hair care, specifically formulated for both professionals and consumers,” Pressly said. “Whenever I am innovating, it is always essential that my products can be trusted for their professional-grade formulas and that they truly deliver on the promised benefits and results. That is why I wanted to re-enter the hair care space and continue to create products that are as accessible and easy-to-use as they are innovative.”
The in-salon treatment works as a single-step solution which actively re-bonds the hair structure, without decreasing the pH of the chemical service, a common factor that results in hair damage.
“A lot of damage that people have is from the bleaching in the salon,” Pressly said. “And if you can stop it before it starts, then you’re in a much better position to deal with it going forward.”
Meanwhile, the at-home product – the Bond Repair Treatment Kit – addresses damage that’s already occurred. The kit contains two bottles of an oil-based concentrate (the active ingredients), and a spray bottle. First, you pour one of the concentrate bottles into the spray bottle, then fill it with water, shake and saturate your hair with the formula.
“More is more,” Pressly said. “The water part will evaporate out, and then the oil part that we added will stick, and it’ll continue to keep repairing your hair. We’re free of as much stuff as possible. Silicon, fragrance, preservatives. And part of that is why we have to concentrate. That allows us to go preservative-free.”
While epres™ isn't yet available to purchase in Australia, Dateline Imports is excited to announce it will be the official distributor of epres™ in Australia.
BD will provide updates closer to the Australian launch date, which is expected to be early next year.
To find out more about the range, click here.
Image source: Elle
