NEW YORK — Fresh from launching Color Reflect, a line of natural hair care products, ShiKai is now focusing on styling.

Beginning in September, a six-item styling line will bow, designed not only to maintain and hold any hairstyle, but to protect hair against the environment with heliogenol, a natural concentrated sunflower extract. Formulas are also designed to prevent the damaging effects of the sun, to preserve color and add moisture.

ShiKai, a family-owned and -operated company based in Santa Rosa, Calif., is overseen by Dr. Dennis T. Sepp, a PhD in organic chemistry, who has taught at the University of Minnesota. During his tenure there, Sepp was intrigued by several plants growing in the Far East, particularly the powdered fruit of the shikai plant. Shikai extract became the soap- and detergent-free base for his first beauty line — and company — which launched almost 25 years ago in health food stores.

Today, the company makes hand and body lotions, shower and bath gels and specialized body care products, including Borage Dry Skin Therapy, a line for chronically dry skin formulated with omega 6 oils. In June 2004 the company launched a color extending line, Color Reflect. ShiKai looks to end 2005 with $20 million in sales, an increase of 25 percent over last year, due mainly to the Color Reflect business.

Color Reflect Style comprises a Volumizing Mousse, Maximum Hold Styling Gel, Maximum Hold Hair Spray, a Shine Serum, a Curl Enhancer and a Hot Oil Treatment. Some star products include the Shine Serum, which is formulated to turn dry hair into shiny tresses with only one drop. ShiKai maintains that the serum also “literally extends the life of color treatments with special UV filters.” There’s also the Hot Oil Treatment, a three-minute deep conditioning treatment for dry, overprocessed, hair.

Color Reflect styling products join Color Reflect shampoos and conditioners in natural products retailers such as Whole Foods, as well as at Ulta, Trader Joe’s and Longs Drug Stores. The Color Reflect line is priced at $8.25 each.

This story first appeared in the June 3, 2005 issue of WWD. Subscribe Today.

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