NewBeauty At Fred Segal Product Pick: Amika Obliphica Nourishing Hair Mask

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NewBeauty At Fred Segal Product Pick: Amika Obliphica Nourishing Hair Mask featured image

Your hair works hard for you every day. It soldiers through heat styling. It battles the sun, wind and rain. It puts up with your brush, your hair ties and your incessant finger twisting. It deserves a medal. Or if that’s a bit over the top, it at least deserves a nice relaxing hair mask every once or twice a week.

Good news: There is a small, but mighty orange berry that thrives and warriors its way to ripeness in the high altitudes and severe conditions of the Himalayan Mountains. Better news: This berry, the sea buckthorn berry (or the obliphica berry as it is known to the locals) is the powerhouse ingredient in the Amika Obliphica Nourishing Hair Mask ($40) that’s flying off the shelves at the NewBeauty at Fred Segal store in Santa Monica, CA.

This berry has become renowned for its therapeutic powers, as it’s a rich resource of antioxidants and healthy fatty acids (Omega 3, 6, 7 and 9). These powerful vitamins from the berry, coupled with Moroccan argan oil helps to replenish, moisturize and add shine to your hair.

“It’s quite possibly the best hair mask ever,” says product specialist Kristen Ariza. “I shampoo, then apply the mask. I like to put it on, then wrap my hair up and cover it with a plastic shower cap and clean my house,” she says. “By the time I wash it out and blow-dry, my hair is soft and shiny. You can really feel the repair.”

If you have dry hair, coarse hair, an intensive mask like this one, used twice a week from root to tip will bring vitality to your strands. For those with a finer hair texture, applying it once a week to your ends will do the same trick.

NewBeauty at Fred Segal: (310) 394-8509

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