Friday, November 1, 2019

BRAND PROFILE: Soma Hair Technology



For the past 17 years, Soma has combined its grassroots philosophies with modern innovations to develop and deliver a full range of authentic hair cleansing, conditioning, styling and finishing products of superior quality. Soma uses completely healthy ingredients in each of their 20 Shampoos, Conditioners, Styling, and Finishing products. Every product they sell must meet their three criteria:

1st Criteria: Give Your Hair More of What it’s Made of.

Your hair is Keratin Protein. The best way to repair and protect your hair is to put Keratin Protein back into it. This is called permanent conditioning. At Soma, they use an Organic-derived chain of quaternized Keratin Protein. Tests show that after five successive shampoos with a quaternized Keratin protein, up to 45% of the protein deposited on freshly permed or color-treated hair bonded to the hair’s cuticle and cortex; thus, successfully providing permanent conditioning.
  • The science: The best way to treat damaged hair is by using what your hair produces on its own. Keratin Protein holds moisture in the hair. When hair is damaged, Keratin is lacking. The only way to fix it is by replacing the Keratin with another Keratin protein. During any “chemical” treatment, such as coloring, perming, or relaxing, cysteine bonds will break and/or reform, causing hair to become brittle. To replace moisture, chemically treated hair needs permanent conditioning. Soma products covalently bind Keratin protein and amino acids to form the unreacted sulfhydryl (SH) groups and disulfide bonds to create permanent conditioning within the hair.
2nd Criteria: pH Specificity
Your hair has a natural pH range between 4.5 to 5.5 (the pH scale goes from 0-14 – with 0-7 being Acidic and 7-14 being Alkaline). When you maintain your hair with products in this pH range, you keep the hair cuticle closed – locking in color, maintaining moisture, and reducing frizz. This specific pH range is what started the whole professional hair care industry. The pH range must be specified to be at least 5.5 or less to keep your hair cuticle closed!
  • The Science: During chemical treatment, the hair structure physically changes; the natural pH is raised above 5.5 to break bonds and/or give “lift” (open the cuticle). To color hair, the cuticle must be lifted with the pH higher than 5.5. To maintain hair color, pH must return to normal (4.4-5.5). External factors such as air and water (which may have a neutral pH of approximately 7), impede the ability of colored hair to maintain its sheen and normal pH, over time. To counterbalance these effects, colored hair should be cared for with low pH products.
3rd Criteria: No Alcohol Allowed
Hairsprays can contain anywhere between 70-90% alcohol (denatured SD). What does alcohol do? It’s a drying agent. That means it attacks moisture in your hair. Alcohol will attack the hair structure itself and destroy it, causing hair to become dry and brittle by extracting the Keratin protein you have been trying to replace. Hairsprays can actually remove ink from clothing! If it can remove ink, imagine what it does to your hair color!



Soma story:
Two friends living just outside Toronto, Canada, decided they would change the hair industry forever in 1995. One was a chemist; the other a specialist in business management. Their shared passion and beliefs led to the development of Soma haircare products in a makeshift lab. The samples they gave to trusted family and friends came back with enthusiastic praise. With positive feedback and ample confidence in their creation, Soma launched that year with only five products: Three shampoos and two conditioners with names like Wind, Rain, and Cascade.








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