There’s nothing we can say about reversing emotional damage, but Epres, a new hair care brand led by Eric Pressly, the brain behind Olaplex’s innovative formulas, promises to completely reverse hair damage. and we know everything about it.
GRAZIA: Epres promises to completely restore damaged hair. Can you tell us about the technology that makes this possible?
Eric Presley: Disulfide bonds are the part of the protein that binds all the other proteins together to make hair one big protein. The same bonds also determine the hair type. And when hair is damaged, these bonds break and the protein foundation is destroyed. Use the formula used by Epres to restore these bonds.
GRAZIA: What ingredients make Epres’ Bond Repair Treatment unique?
EP: There are only four ingredients in total used to create the formula. The first ingredient is diethylhexyl maleate, which repairs hair. This is an oil and you get it concentrated to make a solvent. Since oil and water do not mix, it is formulated with two surfactants, such as stearamidopropyl dimethylamine, which act as emulsifiers. Add a small amount of ethanol to this. That’s just the amount that’s in our formulation.
G: India is a unique market with a wide variety of hair types and concerns. How did you develop products that suit your overall hair type?
EP: We thought a lot about whether we could create a product that would be suitable for different hair types, as there aren’t many such products on the market. So we decided to create a formula that can counter maximum damage. So if you have less damage, you might use a little extra product, but you’ll wash it off anyway. And if you have a lot of damage, this product will probably work wonders for you. That’s how we formulate it.
G: What makes Epres stand out in the crowded hair care market?
EP: Performance is a key metric, and our goal is to ensure that anyone using Epres is impressed immediately after using it for the first time. We are not trying to trick people into using it or indulging in false advertising. If you can show consumers that what you’re making works, your product speaks for itself.
G: How does Epres simplify the application process for today’s busy consumers?
EP: Epres comes in a spray bottle with two different concentrates, and you can keep using the spray bottle and keep buying more concentrates as needed. One of my goals when creating this product was to make sure it didn’t have to stay on your hair for too long and the treatment itself could adapt to your lifestyle. You can leave it on for 10 minutes or leave it on overnight and wash it off in the morning shower for even more benefits. You might want to spray it and watch TV. If you end up watching five episodes of a show instead of two, you don’t have to worry about the fact that you have product in your hair. It will damage your hair.
G: Is the product designed for long-term use?
EP: The idea is to ensure that the products we create do not increase build-up on the scalp, but completely remove it. Shampoos and conditioners are designed to keep your scalp clean and refreshed in the long run. Hair damage is inevitable, but bond repair treatments can help limit hair damage.
G: Do you have any plans to expand the brand beyond your current products?
EP: I’ve always been a “less is more” person. It took us several years to come up with shampoo and conditioner. Because we want our products to be meaningful and to make sure we show results. Therefore, we made it possible to use it as a leave-in conditioner that does not need to be rinsed off. Right now, we’re focused on making people aware of the potential of epres and ensuring that hair care doesn’t have to be scary. The idea is to make it easy and accessible while ensuring it responds to the changing beauty landscape.
