Designed to simplify routines while helping to repair and protect damaged hair.
Published:New bond-building styling lotion combines six haircare and styling benefits in one product, designed to simplify routines while helping to repair and protect damaged hair.
The launch reflects a growing demand for multifunctional products as clients increasingly look for simpler haircare routines that deliver visible results without the need for multiple products. The brand says that as awareness of damage caused by colouring, heat and everyday styling continues to increase, strengthening, repair and bond-building have become increasingly important considerations for consumers.
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FLAWLESS is designed to strengthen, repair, protect, smooth, add shine and style the hair, offering six benefits in one styling lotion.
The formula combines three key ingredients: KM.RE.BOND, Arginine and a skincare-inspired Fermented Oil blend. According to KEVIN.MURPHY, the formulation works within the hair fibre to repair up to 73% of broken bonds and provide up to six times less breakage.
The product is also designed to address several common styling concerns. The brand reports that it can seal 100% of split ends, smooth up to 95% of frizz and provide heat protection up to 232°C/450°F. It is also designed to help speed up blow-dry time and leave hair looking glossy and healthy.
The launch comes as the traditional distinction between haircare and styling continues to become less defined. Rather than using separate products for treatment and styling, consumers are increasingly looking for products that can perform both functions.
For salons, this also provides an opportunity to introduce multifunctional products into client routines, particularly for those who want to reduce the number of steps involved in their haircare and styling.
KEVIN.MURPHY recommends applying one to two pumps to damp hair before blow-drying or air-drying.
For refreshing or reviving dry hair, a small amount can be smoothed through the mid-lengths and ends.
Kevin Murphy says the product has been designed to make styling part of the hair repair process.
“With KM.RE.BOND technology, Arginine and a skincare-inspired Fermented Oil blend, FLAWLESS works from inside the hair to repair damage, rebuild strength and improve condition over time. So every time you style, you’re not just finishing the hair. You’re improving it. That’s the innovation. Less layering, less complication, more intention.”
FLAWLESS has a trade price of £26.54 + VAT and an RRP of £52.00. The product claims are based on a laboratory study from 2025, compared with non-conditioning shampoo.
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Online: kevinmurphy
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Read Now: How to Manage Damaged Hair: A Stylist’s Guide.
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