Australian brand 12Reasons have announced important launches for early 2025, ushering in The Absolute Amplifier, The Absolute Heat Protectant Spray, and convenient Hair Mask sachets. The brand, which launched in 2018, is predicated on core components of Argan Oil, Marula Oil, and Keratin in products specific to an Australian market that range from care to extended style, with The Absolute Styling Collection in 2023. These new launches add to that extensive collection.

12Reasons is anchored by a core ethos of its titular 12 benefits, to cleanse, detangle, protect colour, nourish, reduce frizz, eliminate product build-up, deeply moisturise, add shine, smooth, nurture dry and damaged hair, and improve manageability, all without weighing hair down.

“At 12Reasons, we believe in transforming hair from the ordinary to the extraordinary, and we’re excited to announce the arrival of two brand-new, performance-driven products and our bestselling hair masks in convenient sachets,” the brand shared. “Launching in early 2025, these products are designed with both stylists and their clients in mind, offering the definitive in salon-quality results every time.”

The Absolute Amplifier is the ideal solution to defining and enhancing natural curls and waves, built with a lightweight formula that ensures long-lasting hold and tames frizz, fly-aways, and humidity. The product enhances natural texture, protects the hair and elevates the curl pattern, from loose waves to tight curls and everything in between and across all hair types.

The Absolute Heat Protectant Spray is made to create sleek, glossy hair, in a humidity-resistant heat styling tool. The product adds a ‘heat defence’ and ‘colour defence’ barrier that protects hair and hair colour from the damages of heat styling, while also optimising the effectiveness of heat styling tools. The product allows for heat protection, smoothness, softness and shine, while also smoothing frizz.

Finally, the brand’s best-selling Hair Masks will now be available in 50ml sachets, which offer the brand’s core ingredients to hydrate, nourish and smooth the hair. These luxury options are ideal for travel, and clients can mix and match treatment options. The brand offers an eye-catching 12-piece display that makes it easy for salons to boost retail sales with a luxury option that’s cost effective for clients.

The proudly Australian-owned brand handles every aspect of product development, packaging, marketing, advertising, public relations, and social media via their in-house team in Sydney. The range is designed for both hairdressers and clients, with formulas that are vegan and never tested on animals, with accessibility, affordability and high-performance front of mind.

“Our local focus allows us to remain responsive to our customers’ needs while maintaining a strong connection to the Australian community. Supported by a robust network of sales, customer service, and warehousing departments, we ensure our operations reflect our commitment to quality and innovation, celebrating the unique spirit of Australia,” the brand explained. “We’re more than just a brand – we’re your go-to partner for salon-quality results that don’t compromise.”

For more information visit www.datelineimports.com.au

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