JINOVO held an official launch show at its Sepphair Centum branch in Haeundae-gu, Busan on the 20th and unveiled its vegan hair care procedure “Brushing.”
At the event, three techniques were introduced: “Original Brush,” which is applied to curly, bushy and damaged hair, “Air Brush” for thin and dry hair, and “Lift Brush,” which increases the elasticity and shine of perm hair. The event was attended by beauty industry officials and influencers along with broadcaster Christina, KNIN Busan Broadcasting announcer Lee Hae-ri, and model Ah Seung-yeon, and on-site demonstrations were also held.
“Brushing” is a procedure that keeps curly or damaged hair calm and shiny, and it is characterized by using only plant-based vegan ingredients instead of chemicals. Unlike conventional perm and magic procedures, it does not use reducing agents, neutralizers, and high heat, so it can be repeated, and there is less risk of hair damage.
Director Jeong Gyu-jin said, “It is generally recognized that changing the shape of the hair is only possible with chemical perm or heat treatment, but ‘brushing’ is a procedure that breaks this stereotype,” adding, “You can get a natural shape change and shine at the same time.” He also added, “It can be safely performed on children, pregnant women, and hair weakened by aging because it is not treated with neutralizers or heat treatments.”
In perm or magic procedures, chemical components and high heat are commonly used to transform the hair structure and maintain its shape for a long time. Cinderella Clinic, which was once popular, is also a method of dissolving concentrated keratin with high heat and adsorbing it to the hair, but repeated damage to hair can worsen and has been controversial due to harmful ingredients such as methylene glycol (formaldehyde releasing agent) in some products.
In response, Director Jung Kyu-jin said, “Brushing’ is a method of absorbing vegan ingredients in the form of ozone water with excellent penetration into the hair without using keratin or even high heat,” adding, “The biggest advantage is that you can get natural results like your natural hair without feeling artificial.”
The procedure is relatively simple. After shampooing, a solution of vegan ingredients in the form of fine particles is infiltrated into the hair and then cleaned through a steam process, which is completed within about 1 to 2 hours. The retention period of volume and shine is about 2 months.
A female customer who participated in the demonstration said, “I usually keep my long straight hair, but I was always worried about my hair getting bushy in the afternoon, and I was always worried about split ends and fine hair,” adding, “Now my hair is soft and shiny as if I had a magic procedure.” In particular, it was well received for not having a strong chemical smell that is common in existing procedures.
“Brushing is a vegan prescription that combines Amazon plant-derived ingredients, and it is more satisfactory than chemical procedures,” said Seo Il-yang, CEO of Ginovo. “We have studied and completed raw materials imported from Europe to suit Asian hair characteristics.” “Starting with reactions in Korea, we plan to spread it to Asian markets such as Japan, China, and Southeast Asia,” he said.
SALLY LEE
US ASIA JOURNAL
