Wella Professionals has launched BlondorPlex 9, a new powder lightener for salons. This formula incorporates Metal Purifier Technology designed to neutralise metal particles within the hair shaft during the lightening process.
The brand claims this technology leads to cleaner lifting and reduced hair breakage. For salon owners and colourists, this suggests an effort to address common issues that can compromise hair health and colour results. Metal impurities, often from hard water or previous treatments, can interfere with lightening chemicals, leading to unpredictable outcomes and damage.
While Wella highlights the reduced breakage, the precise quantification of this improvement—beyond the '9' in the product name—is not detailed. Consumers will want to see independent verification of these claims. The focus on built-in purification also raises questions about the continued necessity of pre-treatment or post-treatment metal-removing products. Businesses investing in new formulations will be looking for tangible benefits that translate into client satisfaction and hair integrity.
