With the World’s First Professional Hair Volumising Service.
Published:Decibel™ Haircare is launching in the UK this July, introducing a new approach to professional hair volume with what it describes as the world’s first hair volumising professional service.
Dedicated to science, sound and self-expression, Decibel™ has been founded by multi-disciplined, award-winning hairdresser Jonelle Sampson and is operated by her husband and industry veteran Michael Sampson.
The brand has been developed to address what it identifies as a gap in the professional haircare market: a dedicated service focused specifically on creating volume and visibly thicker-looking hair.
At the heart of the range is the brand’s exclusive 140dB™ Complex, which will be available across four products: an in-salon professional treatment, an at-home treatment, shampoo and conditioner.
According to Decibel™, the 140dB™ Complex uses a specific combination of materials designed to move through the inner fibres of the hair, including the macro and micro fibrils and the cement that separates them.
The technology is designed to add volume and visibly thicken individual strands while maintaining a soft, lightweight feel.
Unlike traditional volumising products that typically coat the hair shaft with cosmetic polymers, Decibel™ says its technology focuses on the internal structure of each individual strand.
The brand claims the ingredients can immediately increase hair thickness and volume by up to 74%, with results lasting for 20+ washes. The range is also described as colour-safe, with additional benefits including improved drying time, detangling and protection. All Decibel™ products are vegan and colour-safe.
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For founder Jonelle Sampson, the development of Decibel™ came from a common client request: more volume.
“As a hairdresser, the most common request I get is for more. More volume, more hair, a more youthful look regardless of hair type or age.”
Sampson explains that clients would regularly ask whether an in-salon service existed that could deliver this type of result. Seeing an opportunity within the professional hair service market, she set out to develop one.
“I wanted to focus on the hair people have, not what they don’t,” she says, identifying volume as an area that had been relatively underserved compared with other salon services.
Working alongside a chemist, Sampson drew inspiration from hair colour delivery systems known for their ability to penetrate the hair fibre. This led to the development of the 140dB™ Complex and what Decibel™ calls Hair Hypertrophy.
The technology is paired with a brand identity centred around volume and sound. Decibel™ has also collaborated with musical outlets, global production studios, vinyl manufacturers and musicians, reinforcing its focus on “big hair, big sound and energetic expression.”
The Decibel™ Haircare UK launch is supported by Sweet Squared, with further information available from Decibel Haircare and Sweet Squared.
Decibelhair.com | @Decibelhair_uk | Sweetsquared.com | @Sweetsquared.hair
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