Sometimes you hear product claims and think, “that is ridiculous – those crazy marketing people!”, but you buy it anyway and it disappoints. Rarely, the product will actually live up to its claims and you’re shocked, because it just doesn’t happen that often. After all, marketing hyperbole is rampant these days, am I right? It Factor’s shampoo and conditioner actually lived up to the claims, making it one of those rare products that you want to shout from the rooftops about.

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The shampoo and conditioner come in two formulas: fine hair and medium to coarse hair. I needed the coarse formula, because my hair couldnt be considered fine in anyone’s estimation. In both of the formulations, It Factor has added their proprietary VaporBoost System. It works by

speeds up the natural process of evaporation by reducing the bond between water and the hair shaft. When heat is applied, the water releases from the hair more easily and turns to water vapor more quickly, creating extraordinary hair in a fraction of your normal blow-drying time.

I found this to be spot on. I was able to dry my hair in half the time, making it an ideal product to use when you’re short on time. It Factor also states that you need no other styling products, and I will agree to a certain point – I needed my usual amount of hairspray, which, really, could just be me.

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Not only does it work, but it’s full of things that are good for your hair and contains none of the bad stuff. Rose hips help nourish while sea kelp hydrates. Sunflower seed oil provides UV protection. There are no parabens or sulfates, and it contains no alcohol or sodium chloride. It’s safe to use on colored and chemically straightened hair such as the popular keratin treatments.

It Factor will be available at professional salons, and will be $22.50 for 8.5 fluid ounces of shampoo or 6.8 fluid ounces of conditioner. Visit It Factor Beauty to find a salon near you.