BEYOND THE BEACH – All You Need is Aveda’s NEW Texture Tonic for Touchable, Undone Styles


The beach wave has become a year-round staple, the hair style equivalent of the boyfriend jean, lending cool-girl edge to formal and tomboy ensembles alike. Salt sprays are the go-to product for achieving that unfussy, undone texture. However, high salt concentrations and overzealous application, can lead to crunchy, dried-out hair that’s anything but touchable.

NEW 94% naturally derived Texture Tonic from Aveda™, The Art and Science of Pure Flower and Plant Essences delivers that desired tousled look, but with a touchable “no-product” finish thanks to a unique combination of cane sugar and magnesium sulfate – also known as epsom salt.

“Magnesium sulfate plus the pH of the formula work on the hair strand by helping to contract and compress it, imparting definition instantly, while sugar acts as a natural humectant,” says Sarah Willms, Aveda Global Director of Product Development. “The end result is hair that has that desired piecey texture, but still has natural shine with a great flexible hold.”

Magnesium sulfate has larger, more diffuse ions which, unlike sodium chloride (table salt), won’t leave a crunchy film on the hair. So it helps to support the humectant qualities of the sugar without negating the benefits. Many texturizers on the market rely solely on synthetic polymers to reinforce holding properties, but Texture Tonic also includes pullulan, which is naturally derived, in its polymer blend.

The magic formula was “a happy accident” occurring in the salon chair. As with most Aveda products, each formula undergoes extensive testing at the hands of a trusted group of Aveda Global Artists. While helping to develop two separate products, a salt spray and a sugar spray, the hairstylists discovered they preferred the results achieved when the two products were combined.

“Straightforward salt sprays can leave hair a bit too matte, color-treated strands looking too haggard, or curly locks feeling too frizzy, but the hydrating sugar in the Texture Tonic helps soften the total effect, infusing the hair with a natural sheen,” explains Sarah.

No matter your styling technique or hair type, Texture Tonic gives just the right dose of versatile, undone cool.

The easy-to-use Texture Tonic eliminates the need for any product cocktailing, meeting various styling needs seamlessly.

• Apply on damp hair for soft waves.
• Apply to dry hair to deliver a bit of stylish grit.
• Apply as a refresher to second or third day hair.

Texture Tonic has a spicy citrus Pure-Fume™ aroma, a blend of certified organic ginger, ylang ylang, and clary sage.

Texture Tonic is housed in a 125ml, 100% PCR HDPE bottle with sprayer.

Texture Tonic will be available will be available in the following locations:

Aveda Flagship Salon Dubai, The Galleria Mall.
Tel: 800 AVEDA (80028332).

Profile Bloomingdales Salon
Dubai Mall, Bloomingdale’s Level 1, Women’s Fashion Floor
Tel: + 971 4 350 5257

Profile Aveda Lifestyle Salon
1st Floor of Robinsons Department Store
Festival City Mall, Dubai
Telephone 04-7063976

The Profile Aveda Salon
1st Floor of Harvey Nichols Department Store
Mall of the Emirates, Barsha 1, Dubai
Telephone: +971 4 409 8777


Juwana Mostafa,

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