Beauty

Discover Owow, the astonishing at-home hair treatment taking the beauty world by storm

Jonny Yates May 26, 2021
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Owow beauty

The keratin product has hundreds of rave reviews, with this photo putting us in mind of Tayce's iconic weave from Drag Race UK season two (OWOW / BBC)

A smoothing hair treatment kit by brand Owow is taking the beauty industry by storm.

The hair treatment kit with keratin is said to be cheaper and easier than going to the salon – and fans of the brand can’t get enough of it.

It was launched by Owow and combats frizzy hair to give “silky sleek hair that lasts for up to three months”.

It’s already been snapped up by nearly 50,000 customers, with the pandemic leading people to look for at-home alternatives to the salon.

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Since its launch in 2019 the Owow Kit has been praised by customers on social media, including Instagram with comments including, “the best hair product”, with another adding “amazing results for sorting frizz”.

The founder of Owow, Georgiana Grudinschi noted that lockdown helped their success, saying: “People couldn’t go to salons. They were seeking at-home alternatives and we were able to fulfill this need.”

Owow is a cult favourite hair treatment.
Owow is a cult favourite hair treatment.

During lockdown the brand saw sales take off more than ever before, with as many as 500 orders per day for the hair treatment kit.

It’s gone on to sell out a number of times, with shoppers having to sign up to waiting lists for new stock.

Georgiana explains why she created Owow, saying: “As a consumer, I felt that the beauty industry had become complicated, with so many options and confusing solutions – I like to keep things simple, convenient and fun.

“The one thing I had become a firm adopter of was salon Keratin treatments, with my naturally frizzy hair they provided a solution I needed, albeit an expensive one.

“I started googling home equivalents to Keratin treatments and was surprised that even in a seemingly saturated market, there were no options available.”

She then decided to develop a more affordable treatment that people could use at home every few months, without the need for constant and expensive upkeep in between.

To get the at-home soothing treatment kit from Owow head to the website here.

 

Related topics: beauty, lockdown

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