Feel good about looking beautiful. Maui Moisture is a new, exciting sensorial adventure, transporting you into a world of new exotic scents, ingredients and rituals. Each unique tropical blend is designed to boost your hair’s natural beauty, heighten awareness of your senses and restore your inner sense of beauty and balance. Maui Moisture is responsibly sourced, vegan and made with eco-friendly materials. The products do not contain any parabens, phthalates, sulfate surfactants, colorants, petrolatum, silicones, gluten, or mineral oils. Just healthy ingredients for healthy hair.
The Maui Moisture packaging which resembles a freshly blended fruit juice is intended to celebrate the lush plants and botanicalsthat make up the Big Hawaii Island. The full Maui Moisture collection includes six ranges — from healing and strengthening to smoothing and re-texturizing. Each special collection offers its own unique scents and benefits:
Maui Moisture Nourish & Moisture + Coconut Milk – This collection is formulated for individuals with normal to dry hair who need gentle hydration. Formulated with Coconut Milk, Guava Oil and Mango Butter, hair is left detangled and nourished with no leftover residue. Available in a shampoo, conditioner and raw oil mist, these products work to hydrate strands while providing luscious shine.
Maui Moisture Heal & Hydrate + Shea Butter – This collection is a dream for anyone with dry, damaged, or over-styled hair. The four products in this collection include a shampoo, conditioner, raw oil, and hair mask, all focused on intense hydration and moisture retention. Formulated with Shea Butter, Coconut Oil, and Macadamia Oil, hair is softened, quenched and repaired from over-processed, damaged hair.
Maui Moisture Strength & Anti-Breakage + Agave Nectar – This collection comprised of a shampoo, conditioner and hair mask is formulated for those who chemically treat their hair regularly and are looking to help repair, strengthen and fortify hair. Formulated with Agave Nectar Extract, Hibiscus Oil and Pineapple Oil extract, hair is left smoothed, healed and perfectly hydrated.
Maui Moisture Smooth & Repair + Vanilla Bean – Seeking hair that’s sleek and smooth with a shiny finish? This collection of shampoo and conditioner helps tame frizz, reduce hair bulk and add intense shine. Made with Vanilla Bean Oil, Cocoa Butter, as well as Kukui Nut Oil, hair is left defrizzed, restored and mended.
Maui Moisture Curl Quench + Coconut Oil – Formulated for thick, curly hair, this shampoo, conditioner, curl milk and curl smoothie, contain a blend with Coconut Oil and Papaya Butter, as well as Plumeria Extract. The collection helps to condition curls, reduce frizz, and improve overall curl definition,
Maui Moisture Thicken & Restore + Bamboo Fibers – Enhance, strengthen and thicken your hair with this shampoo, conditioner, and blowout spray, all made with Bamboo Fibers. The unique formulas, made with Bamboo Fibers, Castor Oil and Neem Oil, work with each hair strand to help create thick, full, and voluptuous tresses along with a fresh and spicy scent. The formulas help to promote thicker, stronger, healthier hair.
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Maui Moisture Brings Superfood Trend to Mass Market Hair Care
Vogue International is banking on consumers staying on the wellness bandwagon.
The Johnson-&-Johnson-owned-firm that oversees hair-care-brand OGX is launching a new line in January 2017, Maui Moisture, with formulas based in aloe juice and ingredients inspired by the indigenous botanicals of Hawaii. 19 skus will rollout next year to 40,000 doors in the U.S., including Ulta, Walgreens, CVS, Target, Wal-mart and Kroger. Each product is priced at $9, and industry sources estimate the line could do $70 to $100 million in retail sales in its first year on shelves.
“We believe the hair-care aisle is going to change,” said chief marketing officer Dana Paris on the impetus for the new line. “It’s been all about celebrity-driven, salon-inspired hair-care for the last 30 years. Consumers are looking for something different, they want their food and what they’re buying to be of a more ‘free-of’ positioning.”
The “free-of” positioning Paris refers to is a host of ingredients like parabens, sulfates, phthalates and mineral oils, which Maui Moisture is formulated without. The brand is also advertised as gluten-free.
The Maui Moisture products are solution-driven and organized into six ranges that target specific hair-care needs, each one harnessing a different natural ingredient — Nourish and Moisture Plus Coconut Milk, Heal and Hydrate Plus Shea Butter, Anti-Breakage Plus Agave Nectar, Smooth and Repair Plus Vanilla Bean, Curl Quench Plus Coconut Oil and Thicken and Restore Plus Bamboo Fibers. Aside from shampoo and conditioner, there are styling and treatment options available in each range, like the Nourish and Moisture Weightless Oil Mist for dry hair.
Aside from the food-based ingredients, the line’s packaging — done up in splashy colors and featuring photo renderings of fresh fruit — was designed to resemble a juice bottle. Paris said the company is banking on customers making an intrinsic connection between healthful ingredients and an all-natural product. “The positioning aligns with what [consumers] want to ingest and put in their bodies,” she said.
With the bulk of recent beauty launches being targeted at a Millennial customer, Paris emphasized that Maui Moisture is not a play for a younger consumer. Vogue International’s OGX is a “true Millennial line”, Paris noted — customers are encouraged to mix and match products from its different ranges and “have fun with it.” Maui Moisture, she noted, speaks more to the general consumer trend of having health and wellness concerns impacting buying decisions.
“We’re going for a more natural consumer,” said Paris. “We anticipate a lot of moms picking up this product, people who are really dialed in to what they’re bringing into their homes.”
Johnson & Johnson completed its acquisition of Vogue International for $3.3 billion earlier this summer. Paris told WWD that the new parent company will help OGX and Maui Moisture expand internationally — Vogue International is sold in 38 countries. Maui Moisture products will roll out to Asia and Australia by summer 2017 and Europe in 2018.
For some people, there is an immediate prejudice against drugstore hair care products. Much like with makeup, some consider affordable drugstore brands to be lesser somehow than what can be bought specially at a much higher price. The questions supposedly always comes down to quality and effectiveness. It’s a seemingly simple formula: the more expensive the product, the better it has to work, right?
I can already hear many of you protesting because, of course, that isn’t true. As someone who has tried higher-end, pricier hair care versus more affordable brands, the real difference always comes down to personal preferences and finding products that work for your particular issue.
If you’re me, that issue is having very fine, very straight, limp, damaged hair.
This isn’t to say my hair can be low maintenance: it takes two hours to air dry, doesn’t get very frizzy, and, in fact, doesn’t really do anything except sit limply on my head like a wet pillowcase. And over the course of my life thus far, I’ve tried tons of different products all promising various miraculous things for my lifeless locks. I’ve tried volumizing shampoos and conditioners, mousses, volumizing sprays, texturizing sprays, and, on one memorable occasion, hot rollers. Nothing has ever worked as miraculously as promised. Results were usually lacklustre at best, and most of those sprays and mousses just left my hair flat and crunchy.
But I keep trying things, and through these trials and tribulations, I’ve found a couple of holy grail products (Verb’s volumizing spray and IGK’s dry shampoo for example) and some exciting new finds, like the Thicken & Restore collection from Maui Moisture.
When I had the opportunity to try something from Maui Moisture, I went in with medium expectations based on past experiences. The range promises shiny, healthy hair with volume — a highly sought-after, ideal combination for someone with hair like mine. It’s a lot to claim, but any hair care brand out there does its best to boast in order to stand out on the shelves. But here’s the thing: after using the Thicken & Restore + Bamboo Fibres Shampoo, Conditioner and Blow Out Mist, I can say this: these guys also didn’t give me immediate, mind-blowing results, but they did work well enough for me.
To start, some of the primary ingredients in both products are aloe juice and coconut water, an interesting combination that gives the products a pretty heady and intense smell, which I actually love but could put off others. While there are unnatural ingredients also in the products, I was keen to try a hair care product that did contain natural ingredients high up on its content list.
So, the ingredients were looking good, the price point was right (about $10.99 a pop) but then I had to test it out. For a few weeks I’ve been using the shampoo and conditioner and then, when I have blow-dry days (about half the time), the spray.
And no, I didn’t have a miracle moment with suddenly amazing hair. It had to take about a week of use, but I did see a bit of life come into my own boring hair. After about two weeks of use, I felt like my hair had movement, when its default state has been that wet pillowcase thing we talked about earlier. That was kind of a big deal for me, to have a product actually work a little bit instead of not working at all.
My true positive result came at about the two week mark, when I was satisfied with my hair that day enough not to curl it with a hot tool, my go-to to give my hair any kind of shape and bounce. That isn’t to say I didn’t style my hair with hot tools the next day, but it felt good to skip it once. And another weird effect is that my day-two hair now rocks.
The Maui Moisture products did not make my hair magically thicker, but they did make it have a little bounce while moisturizing it really well. Since I do style it with hot tools frequently and have dyed it many times in the past, my poor hair is seriously damaged and always crying out for help. It was really nice to find more products that balance moisture without being heavy on fine hair. You kind of get the best of both worlds with these.
So, yes, I’m sold on the Maui Moisture Thicken & Restore + Bamboo Fibres stuff. It worked really well for me, the chronic flat-hair-er of Canada, and I would recommend trying it to anyone else with similar hair issues. Especially for that price point, as it did work more effectively on my head than some other salon products I’ve tried did. Not that I’ll name brands or anything. Just know they didn’t work out. Shhhhh.
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