Heads up Turbie Twist. There’s a new towel in town and it’s soaking up all the water.
Hair towel brand, Aquis, is headed for Sephora.com to launch its latest products in the wash-and-go market. Britta Cox and Suveen Sahib, Aquis’ husband-and-wife team, strive to create products that will efficiently remove the water from your hair routine. The fast-acting absorption Aquis’ towel minimizes unwanted damage to your hair.
The brand tells WWD that their towels utilize a weaving fabric that creates air pockets for the water to gently escape. Instead of the common use of microfibers, Cox says they use proprietary fabrics that won’t unecessarily tug on your wet hair, which is susceptible to breakage.
Sahib and Cox have it down to a science. Sahib says, “Hair has got keratin in it, and that adds strength,” continuing, “The keratin kind of has a drinking problem, and after a couple of minutes it starts absorbing water; that’s when hair starts stretching…it stretches to a point where it breaks.”
Cox adds, “It’s very critical to get the water out quickly, but in the most gentle way possible.”
While you can already find Aquis’ products at Urban Outfitters, its launch on Sephora.com will mark the brand’s debut into specialty beauty retail. Further expansion is being plotted, with sights set on the shelves of Nordstrom, Bluemercury and Ulta. Cox and Sahib also talk of expanding continentally, with trips planned for Australia, Sweden, Finland, Singapore and China as well.
“Naturally curly hair is becoming big, or the fact that you’re more comfortable with the wash-and-wear attitude with hair,” Sahib comments, while Cox agrees, “It’s resonating really well with Millennials.”
Keeping that in mind. Come July 17th, with the brand’s launch on Sephora.com, the Me-Me-Me Generation could soon add Wash-And-Wear to its list of impatient attributes.
Featured Image via UrbanOutfitters.com/ Courtesy of brand