Blow Out: Jonathan Product Hair Care now at Holt Renfrew

Avatar:
Janine
Author:
Publish date:
Social count:
9
jcrop1

It's been a couple of years since celeb hairstylist Jonathan Antin's reality-TV show, "Blow Out," which focussed on the opening of his Beverly Hills and Hollywood salons. Also the subject of season two was the creation of Jonathan Product, his sulfate-free, vegan line of haircare products, now available at Holt Renfrew in Canada.

Produced by Antin's own R&D team and chemists and in his own facilities, the collection is comprised of hydrating and volumizing cleansers and conditioners as well as styling aids for volume, shine, sleekness and texture. Many contain anti-oxidants and UV filters; in all the products a key ingredient is something the stylist calls "Essential Water." According to Antin, whose client list includes Madonna, Naomi Watts and Liv Tyler, "most of the hair products out there have just regular tap water in them, which contains chemicals, chlorine, and heavy metals that can make hair dry and unmanageable. I think great hair starts with the best water, so my products have only deionized [demineralized], purified water infused with botanicals." (I'm not so sure that makes any difference when you rinse with regular water... but more on that another day. Hint: Jonathan Beauty Water Purification System.)

The biggest hair mistake people make, in Antin's opinion, is "looking for one breakthrough product without realizing gorgeous hair is a process." In fact, he's broken that process down into four steps: shampoo, condition, create and finish. "The reason a salon blowdry looks so good and lasts so well is that the stylist uses the right shampoo, the right conditioner, the right styling product and technique, and the right finishing product."

About the inspiration for his line, Antin says that over the years he found that most brands really only had one or two products he liked, such as a great shampoo or a couple of standout styling aids. He also recognized the growing market for sulfate-free, botanically-based formulas. "I wanted to bring it all together in a collection where every product is great," he says. "The point is to provide people with better stuff that's easy to use." On the subject of future projects, Antin says he's working on a line of professional styling tools and brushes to debut by the end of 2009.

For more info visit www.jonathanproduct.com. Jonathan Product is available at Holt Renfrew and Sephora, starting from about $18.

Image courtesy of Jonathan Product.

*

ENTER TO WINone of three Aquacurrent Science prizes from P&G Beauty!