Hair Alchemy Bond Building Elixir joins Oribe’s best-selling Hair Alchemy collection.

Oribe Hair Care will make its latest Hair Alchemy launch a hero of its TFWA World Exhibition & Conference showcase, as the luxury hair care brand looks to build its presence in global travel retail.

Launched in July, Hair Alchemy Bond Building Elixir joins Oribe’s best-selling Hair Alchemy collection, bringing the brand’s luxury approach to the growing bond-building category. The treatment works within the hair fibre to restore three key bonds – hydrogen, ionic and disulfide – with a focus on strengthening damaged and weakened hair.

At the heart of the formula is Oribe’s encapsulated Time-Release Strengthening Technology, designed to gradually deliver active ingredients into the hair fibre. Eleven amino acids and the brand’s Holistic Rebonding Complex are combined with chia seed, bio-fermented bamboo and plant-based protein, while sodium hyaluronate provides added moisture.

According to Oribe, the complete Hair Alchemy System has been clinically shown to reduce hair breakage by 71% after five uses, and performance is paired with the sensorial and design elements that have become an important part of Oribe’s luxury positioning. The skincare-inspired elixir is presented in infinitely recyclable glass, giving the launch a sustainability angle alongside its hair-strengthening credentials.

Its arrival also coincides with a wider creative shift for the brand. Oribe unveiled a new visual direction in July inspired by co-founder Oribe Canales’ signature ‘rough luxury’ aesthetic, with the Hair Alchemy Bond Building Elixir campaign among the first expressions of the new era.

The campaign uses the strength and resilience behind the Hair Alchemy concept as a theme for transformation, bringing a sharper editorial aesthetic to the brand as it looks towards its next phase of growth.

Oribe will present Hair Alchemy Bond Building Elixir alongside its wider travel retail proposition at Stand RE11 in Riviera Village during TFWA World Exhibition.

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