WHAT IS OXIDATION... AND WHY DO WE CARE SO MUCH?

There are a plentiful hair care lines out there that focus on helping blondes be their brightest. But BLNDN is the only line focused on that one word: oxidation.

You see it on our social channels, our packaging, and here on BLNDN Moments all the time. But what is it, and why can't we shutup about it?

In short, it's the culprit for damaged hair, whether it be brassiness, lifeless locks, split ends, or it's generally looking blah.

A recent study conducted by the FASEB Journal (The Official Publication from the Federation of American Societies for Experimental Biology) suggests that as we age, our hair actually bleaches itself from the inside out due to an exponential buildup of hydrogen peroxide. (And we thought the stuff was good?!)

Each individual hair follicle produces its own ratio of hydrogen peroxide, and that amount increases with age... and with salon visits.

The study revealed that this excessive ratio of hydrogen peroxide was caused by a reduction of catalase, the enzyme responsible for decomposition of hydrogen peroxide. Catalase is also the enzyme that breaks HP into water and oxygen, and protects the cell from oxidative damage.

With the presence of catalase significantly decreased, the melanin in our hair (the pigment that's responsible for giving us whatever shade of locks we begin with) becomes blocked by the progressional buildup of HP-- disrupting the natural process of pigmentation and turning our once lively head of hair first to gray... and then to white. (And we're not talking platinum, here.)

BLNDN is the first hair care line of its kind that's dedicated to reversing the unavoidable effects of oxidation. BLNDN partnered with a team of world class chemists, and during our research, discovered that oxidation is what is wreaking havoc on all of our locks, whether it's bleach or age that's to blame. 

Furthermore, our research also confirmed that as we age, our hair actually bleaches itself from the inside out. We developed the BLNDN Complex to reverse the oxidative effects from both bleach and age. Join us in the fight against Mother Nature (okay, and our stylist...) and their dull, damaged, lifeless locks.

Because oxidation happens.

xx,

Team BLNDN