Federici Brands is promoting its Color Wow line of hair care solutions. Color Wow’s sulfate-free shampoo doesn’t contain any silicones or other ingredients that are left behind on the scalp. Gail Federici, CEO of Federici Brands, LLC (shown above), explains that these ingredients can have an impact on the growth of new hair. 

Federici, explains, “It actually does not make sense to put ingredients into a shampoo that not only have nothing to do with the cleansing process, but in fact, do the opposite.” She continues, “We arrived at this “aha” moment while we were developing the Color Wow range.  We couldn’t figure out why hair color never looked as fresh as the day it was done. We made a sulfate-free shampoo that was as gentle as water, so we knew the color wasn’t leaching out — but the hair still looked dull after a few weeks.”

The solution? Federici says that after much analysis, she realized that most shampoos aren’t formulated to effectively clean the hair, since ingredients are being left behind on the scalp. “That’s when we decided to do the unthinkable — pull out all these conditioning agents and silicones which was antithetical to the industry norm, and keep only the cleansing ingredients,” she explains. 

Color Wow shampoo is packaged in a tube, shown above. 

Photos: Color Wow shampoo; Gail Federici