There is often confusion as to when bond repair is needed. It goes beyond simply dryness. “If your hair feels fragile, snaps easily, or still looks dull even after conditioning, that’s usually a sign it’s not just dry – it’s actually damaged,” clarifies the expert. “Hydration alone can’t fix that. That’s where bond repair comes in. It helps rebuild the structure of the hair, which is key if you colour, bleach, heat style a lot, or just feel like your hair isn’t bouncing back the way it used to.”
Designed to replace conditioner, Bond Repair Balm was created to be used regularly at first, then as needed. Atkin knew she was onto a winner when using it herself, and the result felt instantaneous. “My hair was honestly going through it at the time. I remember rinsing it out and immediately feeling the difference. The slip was insane, my hair felt softer, stronger – just healthier. When you see that kind of result after one use, you know you have something special.”
In my experience, the sensorial aspect only adds to the appeal. Ouai is known for its sumptuous scents. I will tell anyone who will listen about the addictive St Barts body wash that both Taylor Swift and I use. This bond repair product is fragranced with the brand’s Melrose Place aroma that has notes of rose, lychee and berry.
For best haircare practices, the hairstylist who counts the Kardashians and Hadids among her extensive celebrity clientele advises that, “Healthy hair starts at the scalp.” In her experience, she finds that “People focus so much on the ends, but the environment your hair grows from matters just as much. Keeping your scalp balanced and being consistent with strengthening treatments when you actually need them makes a huge difference over time. The best hair isn’t from one miracle moment – it’s from small, consistent habits.”
She also emphasises the need to be gentle with your mane. “Hair is at its most fragile when it’s wet, so rough brushing or pulling it into tight styles right out of the shower is basically asking for breakage. Start from the ends, be gentle, take your time. It makes a bigger difference than people think.”
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