As we have stocked WEN, which was first invented by Chaz Dean for his Hollywood clients, for over a year now, I thought that I would just help demystify how it works and when it will work for you. To answer the most commonly asked questions:
Centuries ago when soap, foaming agents and even plant-based foaming agents had not been discovered – people, as you know, going back to BC times cleansed their hair and bodies with oil and earth, and often sand as well as water. This, as a cleansing concept, has come through to iconic products in our lifetime like your Eve Lom Cleansing Balm, Emma Hardie Moringa Balm, Liz Earle Cleanse and Polish and Sarah Chapman Ultimate Cleanse.
All of these products are oil-based and when you cleanse your skin with them, they soften the dirt and grime, loosen any trapped oils and then rinse off with water, without stripping or drying your skin. Take this same concept and apply it to WEN’s Cleansing Conditioner.
What Chaz Dean discovered, especially with high maintenance (eg: intensively styled and colour-treated hair) was that when he cleansed his clients’ hair and massaged natural oils mixed in with herbal extracts, into their scalp and hair and used it instead of traditional foam, that for him he was getting a superior cleanse, better quality hair, longer lasting colour and improved thickness and condition because of the gentleness to the scalp and the root. So, it’s really not such a big jump to understand how Cleansing Conditioner can work on your hair.
The most frequently asked questions are ‘How much do I use? And ‘How do I use it?’ This can sometimes be a shock because you do put into your hand dramatically more product than you ever would with a foaming one.
As a general rule, if you spread your index finger and thumb and use that as a measuring guide on the length of your hair from the top of your head, for every one of these measurements you would use six pumps. For example:- a layered style would need a maximum six pumps to cleanse followed by six pumps to condition, with half a pump put on as a leave-in conditioner at the end. Whilst hair that is longer and touches the shoulders would need 12, 12 and 1. Hair that is to the top of the bust would need 18, 18 and 2 etc.
Application technique is key
Make sure that your hair is thoroughly wet – especially if you have thick, curly or Afro-Caribbean hair, and/or use a lot of styling products, as you know it can take a few minutes to get your hair soaking wet and it may require lifting up different sections to soak underneath. Apply the relevant amount of pumps for the cleansing treatment and concentrate this application on the roots and lift up hair sections to make sure you get down to the scalp, across the whole of the head (especially the crown), then add some more water and using your fingertips massage the scalp where the product is and you should feel it go quite frothy and easy to spread. If it doesn’t, add a little more water.
To finish, just massage through the longer lengths and then rinse thoroughly. Your second application is purely as a conditioner/detangler and goes mid-lengths to ends but can be put close to the scalp if you have brittle, dry or breaking areas. If your hair is knotty at this point you can use a wide tooth comb, and then leave for a few minutes. In the salon they rinse with cool water to increase the finished shine but this is not essential. Then apply your final pump or two as a leave-in conditioner to act as a styling, thermal protectant.
Who doesn’t it work on?
If you get your technique right it does work on all hair types and the common result around the world, and I have seen it for myself, is that your hair stays cleaner for longer, hair is brighter and shinier, feels younger (almost teenage-like) and you can often go to just washing once a week. If you have a naturally textured hair obviously every two weeks, so using this amount of pumps is economical for those clients.
However, this system can become expensive to use if, because of lifestyle or illness, you need to wash your hair frequently (for example: wearing a safety helmet daily, going to the gym and chlorine daily) because these lifestyle situations mean you will want to wash your hair daily and then it may become too expensive to use.
If this sounds like you, then remember we have lots of natural foaming, non SLS shampoo and conditioner brands which are just as fantastic but will be more economical for frequent use such as Liz Earle, Colour Wow and Lulu and Silk Oil of Morocco etc.
Take a look at the whole WEN range.