TRI-K Industries has launched EssentiaTein Protect, a multi-benefit protein technology for hair protection, moisturization, and mirror-like shine.
The New Jersey outfit says the vegan product protects hair from pollution and repairs hair from UV damage and oxidative stress thanks to natural proteins from upcycled rice and baobab, as well as sustainably sourced amaranth.
“Produced with a proprietary enzymatic system, EssentiaTein Protect offers higher efficacy than products that are simply blended,” spokeswoman said.
“As a result, this potent active ingredient delivers visible results such as increased hair moisturization, enhanced shine, and improved luster at only 1% use level in formulation,” she added.
Part of EssentiaTein Protect’s mechanism of action includes film formation on the hair strand. The product helps removes dust particles from hair, preventing and repairing the environmental and UV damage that accelerates signs of hair ageing.
EssentiaTein Protect’s ingredients are naturally and sustainably sourced, including rice proteins upcycled from renewable, vegetal sources; African baobab seeds upcycled from fruit that has fallen naturally; and amaranth peptides sustainably sourced from natural ancient grains.
“Today’s more eco-conscious consumers are becoming more wallet conscious as prices rise across the board. Brand owners must make convincing claims and EssentiaTein Protect delivers visible results. We’re proud to introduce this highly effective active that protects people’s hair as well as the planet,” said Victor Low, TRI-K business manager.