In 2009, supermodel Cindy Crawford launched Meaningful Beauty, a line of anti-aging skin-care products that ranges from a Skin-Softening Cleanser ($33) to an Anti-Aging Day Cream ($65). After 12 years of great reviews and outstanding results, the brand has announced an extension of the line, and while it also falls in the category of anti-aging, the new launch is all about the strands.
The influence behind the launch—it hits shelves July 21—came from Crawford’s personal experience with her aging hair, which became drier, thinner and more brittle as she escalated though her 50s. “Women expect their face to age but no one tells us that our hair will age. People don’t talk about it,” she says in a release. “Could Meaningful Beauty address aging hair concerns similar to the way in which it addresses aging skin concerns?”
As it turns out, the process is similar. Just like keeping skin healthy helps to slow the appearance of aging, maintaining a healthy scalp creates a positive environment for healthy hair. Per the release, the brand’s formulas will include a proprietary melon leaf stem cell technology and melon antioxidants to deeply moisturize and hydrate the root of the hair. Also included in the mix is castor oil for faster growth, peptides and a plant-based keratin to not only enhance shine, but to reduce breakage and strengthen.
The line also addresses the six main signs of aging hair: thinning, dullness, dehydration, breakage, dryness, and lack of scalp health with a lineup of standout products.
First on the roster is the Strengthening Shampoo ($59), which includes an antioxidant complex to prevent inflammation as well as apricot extract to gently exfoliate the scalp. The Smooth and Shiny Conditioner ($59) also utilizes the apricot extract, but it incorporates amaranth extract to increase hair gloss and procapil to aid in the reduction of hair shedding. The last three on the roster are the Restorative Hair Treatment ($45)—it’s made to use post-shower—which encourages hair growth with antioxidants and uses voluminis to add a boost of volume; the Styling and Protecting Spray ($36) protects from heat and strengthens the strands; and the Root Touch Up ($45) conceals grey roots between coloring sessions.
After 30 days of using the entire system, 100-percent of women said they saw more volume, increased shine, and more hydration.