Mila Rose Hair Care has launched its Defining Curl Custard with vitamin E and wheat protein, which is said to enhance wavy hair by sealing the moisture and fixing the frizz.
Addressing the underserved needs of textured-haired consumers has been an area of increasing focus in the industry.
According to data shared by Solvay, "Over 65% of the world’s consumer population, or about 1 billion consumers, has textured hair, which makes this multi-billion dollar business an enormous, untapped market opportunity. Specifically, women with textured hair spend 78% more on products than women with straight hair, on average."
The Mila Rose custard repairs damaged hair, "beatifies the bounce and adds sparkle to your curls without giving a crunchy look," according to the brand.
Ingredients: Aqua (Distilled Water), Mango Butter, Tangerine Butter, Castor Oil, PVP, Glycerin, Aloe Barbadensis Leaf Juice, Tocopherol (Vitamin E), Carthamus Tinctorius (Safflower) Seed Oil, Sesamum Indicum (Sesame) Seed Oil, Bergamia (Bergamot) Fruit Oil, Hydrolyzed Wheat Protein, Polysorbate 20, Carbomer 940, Triethanolamine, Fragrance (Parfum), Tetrasodium EDTA, Sodium Hydroxymethylglycinate.