Shu Uemura have done it again, launching an amazing new styling product called Straightforward that once again changes the game. Obviously, as Paul Edmonds London is a Shu Uemura Shudoku, or ambassador, we were sent it first and the results were straight forward! It does not disappoint.
A blow dry oil that conditions hair, leaving it smoother more manageable and with enviable shine.
It also allows it to be dried more quickly, adds control, definition and hold to every style.
Shu Uemura Straightforward contains Black Cumin Oil that comes from the seeds of the beautiful Nigella Sativa flower. It has been used since the time of the Pharaohs as a nourishing beauty oil.
The oil penetrates deep into the hair follicle to control unruly hair and detangle normal to thick hair but thanks to the Shu Uemura mist spray technology with hydrocarbon, it is weightless, evaporates almost immediately and is not at all greasy. The smell is uplifting and luxurious.
We gave it to Lamia Diani, Director at Paul Edmonds to use for one of our famous big, bouncy blow dry and finish and she said,
“Its very straight forward! Our clients are loving this amazing new product, I apply this to the mid lengths and ends on towel-dried hair just before a blow dry. It makes the hair smoother, silky to touch, without making it feel heavy or sticky. All of the stylists agree that it is our new hero product, a must have and the colourists love the shine that it helps bring out in their beautiful colours. We also love that the bottle is a gorgeous copper that fits in with our Paul Edmonds branding and English luxury feel. I love it !”
For an appointment with Lamia book now!