Professional hair color brand, PRAVANA recently launched its newly updated and expanded PRAVANA Care line. This clean, salon-quality collection consists of 12 shampoos, conditioners, and treatments designed to nourish, strengthen, and extend the vibrancy of color-treated hair. 

The new line was developed by PRAVANA’s team of color experts, who kept in mind color longevity and enhancing the life of color services while creating the products. The entire range works to  protect hair color for up to 30 washes and address key market demands like dryness, frizz, and damage repair.

At the heart of the line is PRAVANA’s new CHROMASILK Color SHINE COMPLEX™, which works by adjusting pH to seal the cuticle, ultimately delivering incredible shine. 

The PRAVANA Care line includes six targeted collections: 

The brand relaunched the line at a retail price range from $21.98 to $43.98 ( for professional sizes) with a baseline full haircare routine in mind and natural fragrances. The new packaging is made of recyclable bottles and features tactile markers for the visually impaired.

To learn more about the brand and any future drops, be sure to follow @pravana on Instagram.

With warm weather on the horizon, keeping your hair frizz-free is likely going to be top of mind. Thankfully, Verb just launched a new frizz-defending styler that you’ll definitely want to add to your haircare routine. 

Boasting 5-in-1 benefits, their Frizz Defense Smoothing Spray offers increased shine, reduced frizz, heat protection, humidity protection, and has the ability to extend your styles. This spray is formulated with a heat-activated frizz defense technology that blocks out frizz and humidity while smoothing hair, along with Verb’s strengthening complex that helps strengthen damaged hair. Plus, it contains a red and brown seaweed extract that’s rich in hair-healthy Vitamin B5, amino acids, and minerals to help nourish your strands. 

“Our Frizz Defense Smoothing Spray is the ultimate solution for achieving smooth, sleek hair that stays frizz-free no matter the weather,” said Meg Lerner, Vice President of Marketing at Verb Products. “It’s a powerful blend of nourishing ingredients that smooth and protect, leaving hair looking healthier and more manageable. We’re excited to introduce this innovation—designed to help you embrace your best hair day, every day.”

As far as performance goes, Verb’s Frizz Defense Smoothing Spray is clinically proven  to protect against high humidity for up to 72 hours. It’s also been shown to provide 122% more shine and 70% less frizz.

If you’re hoping to get your hand on the Frizz Defense Smoothing Spray, it’s currently available at verbproducts.com for $22. It will be available at select retailers including ULTA Beauty, Sephora, Target and Amazon, as well as salons across the country in the coming weeks.

If you’re a hair pro that values using clean haircare products, we have a feeling you’ll love It’s a 10 Haircare’s newest launch. The cult-favorite haircare brand recently introduced its groundbreaking new Clear Collection, which is made up of haircare products with entirely clean formulas. 

The Clear Collection consists of three products: a gel, leave-in, and shine elixir—all of which are housed in crystal-clear, recyclable bottles with transparent formulas. Not only are the products visibly clean, but they also adhere to the Sephora and Ulta Clean List standards. Plus, this vegan collection is free from parabens, phthalate, DEA, SLS, and SLES.

Every product in the Clear Collection is formulated with gentle, plant-based ingredients including a thoughtfully curated mix of ashwagandha, amia, reishi mushroom, and more. This specific blend is rich in antioxidants, vitamins, and minerals, which allow it to help combat environmental stressors while also delivering care and nourishment to the hair. 

“As a former hairstylist and self-made entrepreneur, I’ve always believed in creating products that deliver professional results while being easy to use,” said Carolyn Aronson, founder and CEO of It’s a 10 Haircare, about the launch. “The Clear Collection represents our commitment to clean, transparent beauty without compromising on performance. This collection is incredibly personal to me because it aligns with my lifelong mission to bring high-quality, multifunctional products to everyone, while also prioritizing health and sustainability. I’m thrilled for our customers to experience a new standard in haircare.”

If you’re interested in purchasing products from the Clear Collection, the full line is available on the It’s a 10 website as well as at Sally Beauty stores and SallyBeauty.com. Later this spring, the collection will be available at Ulta Beauty.

For all things It’s a 10, be sure to follow @itsa10haircare on Instagram. 

Waterless, olive tree-powered haircare and skincare company, Olive Tree People, just released the first hydroxytyrosol-powered hair serum: the H90 Hydroxytyrosol Hair Oil Serum. 

The company’s OLIVEDA brand is the first to release a hair serum powered by the powerful antioxidant, which is found in olives. This serum defends against environmental stressors like UV rays, regulates the hair color, supports scalp health, and revitalizes your hair. 

The brand reports that clinical studies and ORAC (Oxygen Radical Absorbance Capacity) testing have proven that hydroxytyrosol is 1186% more powerful of an antioxidant than Vitamin C.

The serum also has cold-pressed arbequina olive oil, which is packed with protective and hydrating compounds, smooths the hair shaft, and moisturizes scalp skin. Other ingredients include sea buckthorn oil, which is rich in omega fatty acids and antioxidants, lavender oil to soothe, and Ylang-Ylang oil for blood circulation and oil production balance. 

The H90 serum is a  great product if you enjoy hair oiling or your hair needs a pick me up. OLIVEDA recommends using the oil serum to add smoothness and shine, if your scalp is itchy, but also as a calming scalp massage, or as an overnight deep treatment before washing your hair. 

To learn more about the brand’s new oil serum you can check out their Instagram @olivedaofficial

Joico is celebrating its 50th anniversary in a very major way. The haircare brand, which is beloved by hair enthusiasts worldwide for its special joi(e) de vivre, just announced that actress, singer, and entrepreneur, Kate Hudson, has joined the brand as its first-ever Global Celebrity Spokesperson.

As part of this exciting new partnership, Hudson will be starring in the brand’s upcoming campaign, “Redefining Healthy Hair. Since Forever,” which launches this month and will run until early 2026. The campaign is expected to roll out across digital, social media, print, and in-store marketing as well as merchandising for the brand’s North American markets.

Filmed in Southern California, the campaign will allow the actress’’ innate playfulness to take center stage through “Joi Lessons with Kate Hudson” and offer a glimpse into Hudson’s world, showcasing how she finds her own “joi.” Joico hopes to show through the campaign that the “joi” of healthy hair is about more than how you look, but how you feel —and that when you are feeling good that “joi” radiates outward.

Image courtesy of Joico

With the campaign and its new partnership with Hudson, Joico hopes to connect with at-home consumers as well as the professional hairdresser community, showcasing new products in addition to notable favorites such as the Defy Damage collection. Designed to protect your hair’s health without damaging your color, the Defy Damage collection features an array of essential products including a shampoo, a conditioner, and the brand’s most powerful bond builder, the KBOND20 Power Masque, among many others. 

Joico’s new partnership with Hudson marks the start of an exciting year ahead as the brand celebrates its 50th year of delivering the “joi” of healthy hair through its professional-grade products. To follow along, be sure to visit joico.com or follow @joico on Instagram. 

Paul Mitchell is shaking things up in the best possible way for the new year. The professional hairstyling brand has introduced a fresh new look for its beloved Smooth Collection, which is renowned for delivering smooth, silky, shiny hair. 

The brand’s Smooth haircare and styling regimen products have been given a total revamp in the form of sleeker and more sustainable packaging. All of the newly redesigned are made with post-consumer recycled materials, with the bottles and jar featuring 50 percent PCR materials and the tubes featuring 35 percent PCR materials. Plus all of the bottles also feature low-profile caps and labels, and are more recycle-friendly. Even more exciting is the fact that the products now come in two new colorways—taupe for the collection’s care products and clear for the collection’s style products. The best part? Even the brand’s tools like their Smooth + Ceramic Flat Iron have also been made over in the stylish taupe hue.

But Paul Mitchell isn’t just ushering in a new look for their Smooth Collection, they are also welcoming a few new products to their lineup as well. The brand recently announced the launch of two new products: a Sealing Rinse and a Sealing Mask. The Sealing Rinse is a color-safe rinse-out treatment that works to instantly smooth and soften hair. It’s infused with plant-driven squalane to replenish moisture, fight frizz, and seal the cuticle while adding a beautiful shine. As for the Sealing Mask, it’s made for all hair types and designed to add hydration, smoothing, and humidity resistance. It also reduces frizz and seals split ends, too. 

To learn more about Paul Mitchell’s Smooth Collection, be sure to visit their website or follow @paulmitchell on Instagram.

There’s a new kid in town and they’re all about hair nourishment. Nutrire, the clinically proven scalp and strand hair care brand just launched and they’re already making strides in the hair care industry by offering a personalized system that addresses unique scalp and strand needs.  The brand’s debut collection features two advanced treatment scalp serums, three scalp-focused shampoos, and four strand-specific conditioners—all priced between $36 to $68. 

The brand principle follows a three-part nourishing system based on fundamental skincare standards: clinically treat, cleanse, and condition, an approach that allows users to tailor their haircare to their specific needs. 

The brand comes from the rich heritage of Tricoci Salon and Spa, a nearly 50-year-old beauty luxury salon and spa based in the greater Chicago area that specializes in expert hair, skin, nail, and body care. Strategically developed within its forward-thinking CPG incubation hub, the brand fuses luxury and efficacy to set a new standard for beauty, driven by professional expertise and clinically proven technology.

“This launch marks a bold departure from traditional hair care norms. Where the category often focuses solely on the strand or bundles shampoo and conditioner together to address a single concern, Nutrire rewrites the script by delivering the most potent nutritional formulas for both the hair and scalp. We refuse to let consumers compromise – pairing clinical performance with the elegance of tailored, luxurious care. Nutrire is about empowering people to achieve their healthiest, most vibrant hair, supported by a transformative approach that truly elevates scalp and strand health.” said Kristen Chase, Nutrire’s General Manager.

Image courtesy of Nurture

Nutrire’s shampoos and conditioners focus on your specific scalp and strand concerns and are formulated with ingredients to address them. The three shampoos  S.1 CALM, S.2 RENEW, S.3 BALANCE, conditioners C.1 DENSIFY, C.2 HYDRATE, C.3 QUENCH, and C.4 REPAIR, and scalp serums T.1 DAY, T.2 NIGHT, are all formulated with ingredients that we’re used to seeing in our skincare products such as niacinamide, argan oil, lactic acid, and prickly pear. 

Plus, the brand’s proprietary blend that primes follicles for nourishment while ensuring your strands are perfectly primed to absorb essential nutrients COMPLEX8 is present in all of their products, which are all dermatologist-tested and vegan, and formulated without sulfates (SLS and SLES), parabens, phthalates, formaldehyde and other ingredients that can be harmful to health, scalp and hair. 

To learn more about the brand you can visit their website Nutrire.com or check out their instagram page @nutrire_official.

Milk_shake, the haircare brand built with high-quality natural ingredients including milk protein and fruit extracts, just announced the release of their new Incredible collection which is made up of the perfect three-step hair-styling routine to transform your client’s hair: A leave-in milk, an oil, and a serum.

The milk_shake incredible milk, incredible oil, and incredible serum promise to add strength, protection, softness and shine from root to tip, while also treating your hair long-term. Keep scrolling for a closer look at each product. 

Milk_shake Incredible Serum

Image courtesy of milk_shake

The collection’s new serum is a combination of fruit extracts, hyaluronic acid, and milk proteins, a medley that provides intense hydration and strengthens your hair while the powerful antioxidants rejuvenate it for long-lasting glow. This product is also enhanced with pumpkin seeds and biotin to promote a balanced, healthy scalp. 

This serum can be used daily or as often as desired, and it’s especially useful and a calming product if you have a flaky, itchy scalp, or if you would like to see healthy hair grow. 

Shop: Milk_shake Incredible Serum, $36

Milk_shake Incredible Milk

Image courtesy of milk_shake

A multi-use product that will address several problems like dryness, damage, split ends, frizz, tangles, dull hair at once. This  milk is made of Milk_shake’s well known mix of milk proteins and fruit extracts, and the extra ingredient, muru muru, delivers softness and shine by adding moisture and sealing the cuticle, while repairing and strengthening the hair. NOt to mention, it also delivers 12 benefits, and a favorite feature of mine is that it protects your hair against UV rays and maintains your hair color. 

This  milk won’t weigh down your hair, making it a perfect product to reach out for before styling or afterwards for extra shine. 

Shop: Milk_shake Incredible Milk

Milk_shake Incredible Oil

Image courtesy of milk_shake

This fast-absorbing, light-weight oil composed of sunflower seeds, milk proteins, fruit extracts, and argan oil, is designed to smooth your split ends, protect, and add shine to your hair without making it feel greasy or unmanageable. Also, I love when a hair oil comes in a spray bottle, as it allows for more control during application, especially if you apply hair oil to your ends daily or every two days for shine and protection. 

This oil can be applied after styling or before, depending on your desired results. I recommend before for manageability and after for additional shine and softness. 

Shop: Milk_shake Incredible Oil, $36

For all things Milk_shake, be sure to follow @milkshakeusa and @milkshakehairpro on Instagram.

For many teenage girls, beauty is about so much more than appearances — it’s a lifeline to self-expression, confidence, and mental well-being. When 14-year-old Avery Colvert’s school was destroyed in the devastating Altadena fires, she saw firsthand how losing access to personal care and beauty products could deepen the trauma her peers were experiencing. Inspired to take action, Avery and her stepdad, Matt Chait, launched the Altadena Girls Fire Recovery account, a grassroots effort aimed at restoring a sense of normalcy for young girls who had lost everything.

“When disaster strikes, people only focus on basic survival needs,” Avery shared in a heartfelt Instagram post. “But for teenage girls, feeling like ourselves again is also really important for our mental health. Things like basic hygiene products or the makeup we wear every day help us feel normal in a time when everything else feels chaotic.”

Avery’s initiative started small but quickly grew into a movement that captured the hearts of her community — and beyond. In just 24 hours, her efforts gained traction on social media, drawing attention from celebrities like Paris Hilton and Charli XCX, who amplified the cause to millions of followers. According to TIME, this outpouring of support also led to significant donations from major beauty brands like Skims, Orebella, and Huda Beauty, transforming her vision into a reality.

The impact has been remarkable. Avery and her team of volunteers—many of whom she had never met before — organized and distributed thousands of personal care items to girls in need. Thanks to the generosity of Small Green Door, a creative studio where Avery’s stepdad works, she has transformed the space into a hub for organizing and distributing donations. The studio now resembles a fully stocked beauty supply store, offering everything from shampoo and tampons to lip gloss and mascara. “It’s like a CVS in here,” Avery’s stepfather told TIME.

But the effort is about much more than products. It’s about restoring dignity and providing a moment of reprieve for girls navigating unimaginable loss. “I want to help other teen girls in my community rebuild their sense of identity and self-confidence during this difficult time,” Avery said. Her understanding of the deep connection between beauty and mental health has resonated widely, inspiring others to join her mission.

The Altadena Girls Fire Recovery account has become a beacon of hope, demonstrating the power of collective action and compassion. Volunteers from all backgrounds have stepped in to lend a hand, and donations continue to pour in. Avery’s requests reflect her deep consideration for her community, which has long been home to many Black and Brown families. She has centered her efforts on collecting items like curly hair products, textured hair conditioners, diffusers, wigs, lashes, skincare designed for people of color, and clothing in sizes XXS-XXL. This focus ensures that the support provided addresses the diverse needs of those affected, underscoring the profound impact of Avery’s work.

Avery’s story is a reminder that in the face of devastation, small acts of kindness can spark something extraordinary. Her efforts not only highlight the importance of beauty as a tool for mental health and identity but also showcase the resilience of a community determined to support its youngest members in reclaiming a sense of normalcy.

To support Avery’s mission, visit the Altadena Teen Girls Fire Recovery account on Instagram and learn how you can contribute to this incredible cause. Together, we can help these girls rebuild their lives — one product and one moment of confidence at a time.

With over 15 years of industry experience, LA-based celebrity hairstylist Laura Polko has made a name for herself styling the manes of major stars like Gigi Hadid, Hailee Steinfeld, Madelyn Cline, Adriana Lima, and Bella Hadid, among many others. Now the award-winning hairstylist has brought her red carpet expertise to the haircare world with the launch of her own eponymous haircare line, Laura Polko Los Angeles.

Available exclusively at Target (online and nationwide!), the line bills itself as being “high-performace haircare” that provides professional results. The debut collection, which is made up of signature essentials as well as styling products, features four shampoo and conditioner duos that each focus on a specific haircare need—moisture, repair, volume, and color protection. To round out the line, there’s also a moisturizing leave-in conditioner and a color-protecting hair mask. The most exciting part? All of the products are priced under $16.

“In my close to two decades in the industry, I’ve learned exactly what products work, which don’t quite hit the mark, and what’s missing. When done right, everyday signatures and styling essentials don’t need to be exorbitantly expensive. When you fall in love with a product, you want to be able to buy it again and again (and again!),” shared Polko, in the caption of an Instagram post announcing the line’s launch. “I’m excited to bring high-performance formulas to a mass-setting so that more people can get professional results at home.”

She continued, “A product is only as good as the sum of its parts, which is why our formulas contain powerful actives and hair-loving ingredients such as keratin, hyaluronic acid, wheat protein, and argan oil. Our range is also dermatologically tested, color safe, and certified cruelty-free, and we have an extensive ‘no’ list when it comes to ingredients, so your hair and scalp are in the best hands, always.”

To shop Laura Polko’s new haircare line, be sure to visit the Target website. And for updates surrounding the brand, make sure to follow @laurapolkohair on Instagram.