The
first complete range of professional-formulation products engineered
for epic colour. Created by renowned beauty product innovator, Gail
Federici and internationally acclaimed hairstylist John Frieda (the duo
known for solving frizz and perfecting blonde), COLOR WOW harnesses the
power of breakthrough technologies to keep colour-treated hair at its
peak. Federici Brands is a beauty brand incubator built on a 25 year
heritage of award winning, problem solving firsts. Known for disrupting
the industry with first and best-in-class technologies, Federici Brands
finds joy in changing consumers’ lives with inventive products,
engineered to solve real problems and deliver truly transformational
results. Create all-day lift, body and volume for hair that is flexible
and manageable Raise the Root is formulated with three lightweight
elastomers that keep hair pliable and soft, never sticky, brittle or
rigid. A unique translucent thickening resin forms a supportive spring
around each hair, creating volume and instant lift. Contains a UV filter
and crystal clear styling resin that won’t yellow or darken hair.