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Professional answers to everyday questions within the hair and beauty industry.

Introducing: L'Oréal Curl Expression

You might have heard that L’Oréal Professionnel have just launched their new Serie Expert Curl Expression collection and it has got the whole hair industry talking. But what actually is it and what does it do? Read on to find the answers to these questions and more, as well as how you can shop the full collection at Ellisons.

Read on, and if you are inspired to try the range for yourself, why not get it for free? Enter our Instagram giveaway here and be in with a chance of winning the entire range to try out for yourself or in your salon. Be sure to keep us in the loop and discuss your thoughts on the collection with other stylists by using #ellisons on social media.

Why Curl Expression is important to your client

10.4 million women in the UK and Ireland have curls and coils. All curls are different, so they require a dedicated approach. 66% of women surveyed by L’Oréal agreed that ‘my hair is a big part of my identity’ which highlights the need for the hair industry to recognise that individuality is a key part of their customer’s decision making. L’Oréal has worked tirelessly to develop a range of products that offers the best care to hair types that are regularly marginalised by the lack of specialised products for their hair. This led to the development of the brand-new Serie Expert Curl Expression range, a unique treatment for all different types of curly, frizz or afro hair.

This new range has been a triumph of global collaboration, with hair stylists across the world including Derick Monroe (USA), Elodie Euston (France), Vivi Siqueira (Brazil) and Titus Magida (South Africa) coming together to speak about their clients’ needs and working with L’Oréal to create a range that truly responds to the market.

Introducing: L'Oréal Curl Expression

Introducing the products

Anti build-up jelly

A quick foaming, lightweight shampoo to eliminate build-up while providing moisture. Containing no sulfate, silicone or paraben, the hair is not stripped or left feeling itchy.

Intense moisturising cream

A transforming creamy formula, which turns to an enveloping foam when exposed to water. The sulfate and paraben free formula is kind to curls, detangling, hydrating and cleansing.

Natural feel mask

Sealing in moisture, the creamy mask is instantly absorbed into the hair, while giving a free flowing and natural feel.

Rich mask

Offering a soft-melting, super-rich buttery texture, this mask can ensure an intense hydration for curls while providing a luxurious shine and feel.

Intensive leave in moisturiser

For intensely moisturised and fortified curls, this product will protect hair against heat up to 230°C. Apply a small amount to fingers and spread.

10-in-1 hair mousse

This industry first, multi-use mousse offers the following benefits:

1. Hydrates curls and coils.

2. Makes hair more defined.

3. Strengthens hair fibre.

4. Protects against humidity.

5. Protects hair against heat, up to 230 °C/450°F*.

6. Smoothes hair.

7. Easy application.

8. Makes hair feel supple.

9. Protects hair from friction.

10. Works with multiple styling routines.

Definition activator

A deep caring formula combining the extra hold of jelly and the moisturising qualities of the cream, creating uniquely defined curls and coils without the crunch.

Curls reviver

Applied progressively in a scrunching motion, this spray will instantly revive hair every morning, creating bouncy curls and coils. It delivers 6 times more definition and 48h frizz-free protection.

Drying accelerator

One for the end of your routine, this product speeds up the drying process up 37% while delivering care and shine, whilst also avoiding a frizzy result.

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