Celebrity hairstylist Michael Dueñas debuted a new waterless haircare brand, Arove. This is the world’s first encapsulated, water-free, concentrated products for hair and scalp care.

The brand comes in 2.3-oz travel-friendly bottles that are less than half the size of traditional liquid hair care bottles. 

Arove reduces plastic waste by using 100% recycled and recyclable bottles. 

Debut products include a shampoo and conditioner. 

Michael Dueñas, Arove Co-Founder, said,

“I wanted to create something better, something that had better efficacy, reduced plastic and carbon emissions, a better formula than what was currently offered that can go anywhere, and most importantly, clean and highly effective. I didn’t just want it to be a travel product, I wanted it to be the best scalp and hair care you could have.”

The brand’s products are color-safe, suitable for all hair types, and designed for performance, offering consumers a more powerful and effective cutting-edge formula.

Arove formulas include LumiLok, the key technology that delivers beneficial encapsulated ingredients through microscopic capsules that activate on contact to deliver moisture, shine, and frizz control, while also nourishing and balancing the scalp. 

Ingredients include Hyaluronic Acid, Broccoli Seed Oil, Frankincense Oil, Pomegranate Seed Oil, Watermelon Seed Oil, Abyssinian Oil, Moringa Oil, Marula Oil, Evening Primrose Oil, Rosehip Oil, Vitamin E, Lavender Oil, and Carrot Seed Oil. 

These key ingredients help to reduce scalp inflammation, have antimicrobial properties, add sheen to hair, protect hair, boost collagen to strengthen hair follicles, and stimulate scalp circulation for hair growth. 

All Arove products are free from sulfates, silicones, phthalates, fillers, gums, parabens, and filler ingredients.

Debut Collection

• Aerious Moisture and Shine Boosting Shampoo 
• Aerious Moisture and Shine Boosting Conditioner
• Coming Soon: Illuminous Ultra-Hydrating Oil

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