OXIDATION HAPPENS.
Whether your locks stem from a bottle or from
Mother Nature, none of us are safe from oxidation.
In simple terms, our biggest downfall (and
subsequently, worst enemy) is hydrogen peroxide.
If your plan is to age gracefully and embrace
your gray (first of all, kudos to you!), or if you’re
a natural blonde, you may think you’re safe from
oxidation. If that’s the case, think again.
Sure, it’s the peroxide and bleach that contain this
harsh chemical we use to transform our locks from
brassy to platinum shades-- but do you know what
else is responsible for the buildup of hydrogen
peroxide?
Time.
A recent study conducted by the FASEB Journal
suggests that as we age, our hair actually bleaches
itself from the inside out due to an exponential
buildup of hydrogen peroxide. Each individual
hair follicle produces its own ratio of hydrogen
peroxide, and that amount increases with age.
oxidation. In its infancy, 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
both reverse the oxidative effects from both salon
visits and Mother Nature.
And the best part? We’re our own customers. We’re
a “By Women, For Women” company with over 20
years in the beauty industry-- and just like you, we
wanted to stop the endless search for the products
that would revive our processed hair. Join us in the
fight against Mother Nature and her dull, damaged,
lifeless locks...
Because oxidation happens.
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.
BLNDN is the first hair care line of its kind that’s
dedicated to reversing the unavoidable effects of
WHETHER CHEMICALLY LIGHTENING, OR
NATURALLY GRAYING, THE CHEMISTRY (AND
DAMAGING SIDE-EFFECTS) ARE THE SAME.