ORIGINAL & MINERAL
What is it and what's the USP? It's a premium hair care system formulated by Australian Jose Bryce Smith, who designed the brand to bridge the gap between luxury and natural products. The brand came about when Jose's husband, Alan Buki, a top Sydney hairdresser, suffered severe contact dermatitis from the colouring products he was using on his client's hair. Together they researched professional hair colour and created a range using ammonia free colour. Before long demand grew for these products from other hairdressers who were suffering the same condition as Alan as well as clients suffering from skin allergies or simply wanting more natural solutions for hair colour. Now Jose has extended to range to hair care products too. A few years later Jose introduced the hair care range to the brand, once again avoiding harmful chemicals.
Hero product? It's what Jose calls the Hair Facial - a three step system consisting of Original Detox Shampoo (£23, selfridges.com) to wash the hair and scalp of build up; Treatment Shampoo (£23) for your hair type and Conditioner (£23) for your hair type. Expect to find such unusual ingredients as Australian River Mint and Lilly Billy as the actives.
Why the name? 'Original' is because they are pioneering something new and 'Mineral' relates to the natural products used in the colour.
How new is it? Just launched last week (January 2014).