Seven years in the making, celebrity hairstylist David Babaii is unveiling his plant-based hair-care line, N:p Beautiful.Working as a hairstylist for 17 years with a celebrity clientele that includes Kate Hudson, Angelina Jolie and Scarlett Johansson, Babaii grew frustrated by needing multiple products across brands to achieve a look. With his brand, he is seeking to offer effective products that are safe to use by incorporating plant-based stem cells.“Today’s consumer is very mindful of what they put on and in their bodies and hair is no different,” Babaii said. “We developed a new technology to deliver vital nutrients to your hair, whether it’s fine, thick, curly or frizzy.”The 10 products in the line, which includes shampoos and conditioners for hydrating, smoothing and volumizing, a beach spray, volumizing spray, dry shampoo and a miracle serum, are created with a patent-pending, plant-based stem-cell formula said to nourish the hair while styling. Some hero ingredients include royal jelly, which is meant to provide nutrition to the hair; wild ginger, to promote fullness and volume, and lotus flower, which is said to strengthen and increase elasticity.“We’ve been working on [the formulas] for seven years and now we can finally bring this unique, patent-pending formula to life,” he said. “We are literally nourishing your hair like a plant, from root to tip.”Babaii also used his experience as a hairstylist to create the brand’s three heat-styling tools. The hair straightener is made with vibrating plates, which are supposed to help straighten hair faster and reduce heat damage. The blow-dryer and curling iron are also meant to be fast heating and lightweight.Prices for hair-care products range from $27 to $45, while the hair tools range from $225 to $249.Both the hair-care products and heat-styling tools are matte black with rose gold accents, meant to appeal to the Instagram-obsessed consumer.“Our products are designed to be used by anyone who wants to bring their hair back to its virginal state, the way it was before we colored it, used heat tools and damaged it,” he continued.The campaign images for the brand were also shot by fashion photographer Peter Lindbergh.While the brand is direct-to-consumer, Babaii is looking for retail partners to expand distribution. He has plans to launch an influencer strategy and has 20 products in the works.
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