Andrew Fitzsimons Haircare, featuring the revolutionary AF Bonding System™, is now available exclusively at Ulta Beauty nationwide.
NEW YORK (PRWEB) April 18, 2022
After a resounding success at Boots in the UK and Ireland, celebrity hairstylist Andrew Fitzsimons’ eponymous haircare brand is now available in the US. Beginning April 17, Andrew Fitzsimons Haircare, an accessible, in-salon performance collection featuring 23 skincare and styling products, priced at $14, is available exclusively at all Ulta Beauty stores and on Ulta.com.
“Having spent two decades in the hair industry, I realized that we as beauty professionals can better serve customers,” Fitzsimons said. “I have made it my mission to create the premier brand of high design, high fashion and high performance, and to make it a price everyone can afford. Everyone deserves products that allow them to to feel better.”
Andrew Fitzsimons Haircare combines bold design and artistry with high-performance, effective formulas. All products in the collection feature the exclusive AF Bonding System ™, an innovative protein-based complex that creates maximum strength from within and creates powerful hydrogen and ionic bonds inside the hair structure by keratin to increase elasticity and flexibility, so that the hair is shinier. and feeling healthier and smoother.
“We are thrilled to introduce the talented Andrew Fitzsimons to our guests with his playful and exciting new brand,” said Jessica Phillips, Vice President of Merchandising, Ulta Beauty. “Our guests are loyal to products with a proven bonding system. Combined with such an affordable price, we are confident that this will be the perfect addition to any beauty lover’s hair care routine. We look forward to welcoming fans new and existing ones to discover this brand exclusively in Ulta Beauty stores, our salons and online.”
Ulta Beauty guests can shop the brand’s five inclusive and specific collections, plus styling products designed to be mixed and matched for optimal hair health and expression:
VIRGIN REPAIR LINE WITH CERAMIDES FOR DAMAGED HAIR: Ideal for damaged and/or weakened hair, this collection strengthens hair structure with an innovative formula containing ceramides to revitalize and regenerate while protecting against further breakage caused by agents. chemical, thermal, environmental and styling effects. Products include Restructuring Shampoo, Restructuring Conditioner, Restructuring Mask, AF1 Restructuring Leave-in Conditioner and Restructuring Serum.
- FANTASY CURL LINE WITH AMINO ACIDS FOR 3A-4C CURL TYPES: Formulated to cater to 3A-4C curls, this nourishing collection delivers long-lasting curl definition for smooth, manageable, bouncy curls. Containing amino acids for strength and pro-keratin to rejuvenate dry hair, this line controls volume and tames frizz without stripping hair’s natural oils. Products include Nourishing Shampoo, Nourishing Conditioner, Nourishing Mask, Nourishing Serum, Curl Cream and Curl Amplify Texture Spray.
- BODY VOLUME LINE WITH CAFFEINE: Ideal for fine or fine hair, this unique collection formulated with caffeine is designed to nourish, texturize and lift. Adding weightless body treatments and conditioners that fill in the missing keratin found naturally in hair follicles, products include Stimulating Shampoo, Stimulating Conditioner and Dry Hold Spray, giving hair a soft, lightweight finish for long-lasting shape. .
- PRISM SHINE LINE WITH HYALURONIC ACID: Suitable for most hair types, this collection provides extreme shine, hydration and frizz reduction while improving manageability and protection against dullness. Infused with a protein complex of hyaluronic acid, Prism Shine replenishes fibers from root to tip, detangles and softens to leave locks silky smooth and with maximum shine. Products include Shine Shampoo, Shine Conditioner, Invisible Shine Spray and Softening Cream.
- STYLING: This high-performance styling collection meets all styling needs. The products offer a blend of innovative formulas and advanced luxury-inspired classics, all featuring Aurascent™ technology. This long-lasting fragrance technology leaves strands smelling divine with notes of citrus, green florals and creamy woods that gradually release over time. The Styling range can be mixed with any other product in the collection to leave hair feeling refreshed between washes. Products include HARD Strong Hold Hairspray, TOUCH Soft Hold Hairspray, DISCREET AF Dry Shampoo, MODEL Volume Wave Spray and APRES SEXE Texture Spray.
In addition to affordability, Andrew Fitzsimons is committed to inclusivity and social responsibility, from formulations to marketing. The brand joins Conscious Beauty at Ulta Beauty™, which educates, guides and simplifies by giving customers more choice and transparency. Andrew Fitzsimons Haircare is certified to the Five Pillars of Conscious Beauty: Clean Ingredients, Cruelty-Free, Vegan, Sustainable Packaging and Positive Impact.
As an ally of the Trans community, Andrew launched a donation program for the Trans Wellness Center in Los Angeles in addition to brand support for the London LGBTQ+ Community Center. Andrew Fitzsimons Haircare is committed to supporting the community through beauty product donations for transgender or non-conforming people and intends to raise awareness and funds where help is needed through its own media channels. Additionally, the brand offers retail partners training workshops on inclusivity and pronouns for store associates.
“I always knew I wanted to create a line that allowed people to embrace and fall in love with their natural hair texture,” Fitzsimons said. “I hope this collection inspires you to be the most flawless version of yourself. Don’t just be you. Be you AF!”
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