New Company Promises to Reverse Life's Wear & Tear On Your Hair

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Why is babies' hair so different from adults' hair? Blow drying, straightening, exposure to UV rays, and life in general all take their toll on our hair as we age. How can we help to restore the hair cuticle that makes for truly healthy hair?

Small children have shiny, smooth hair that we rarely see on adults. Why is this? Over the years, styling, blow drying, hair color, and even the sun's UV rays all take their toll on hair, compromising the integrity of the cuticle and making hair unhealthy, unmanageable and unattractive. For the first time, someone is promising to reverse all of that hard hair living.

"Did you ever notice that water just rolls right off a baby's hair?" asks Maria Laguardia, product development specialist for Profound Beauty, a brand new haircare company. "That’s because the cuticle of their hair is pure. As we age, our hair cuticle is subject to a variety of stresses -- but there are ways to counteract this damage."

Somebody who sees hair damage every day is New York City salon owner and session stylist Yves Durif, who has done everything from platform work and advertising campaigns to movies. Durif claims he can give you back your true, beautiful hair in only three short months -- with the help of Profound Beauty.

Profound's patented methodology for cleansing and conditioning requires that a Profound-trained professional stylist "diagnose" your specific hair and scalp. One of the company's founders came up with the idea of putting cleanser in conditioner (an industry first) from watching Brazilian women squirt shampoo in their conditioner when they washed their hair in the ocean.

"If you use only Profound, including applying our special deep-conditioning treatment once a week in the shower, you will notice the difference in your hair’s shine, feel and performance in as little as two weeks," Durif says. "And by the end of three months, you will enjoy the hair of your childhood again."

Famous for his "Straight-to-the-Point" cutting style, the French stylist Durif was instrumental in establishing the Jacques Dessange salon empire, but he still remains devoted to putting the client’s needs first.

"My work is all about the individual, which is why Profound fits so well with my philosophy," says Durif. "Every cut and style works better on truly healthy hair. Profound has eliminated the bad hair day and that’s good news for everyone."

Profound Beauty products are only available from your professional stylist. For a Profound salon near you call 1-800-762-9350 or visit

Yves Durif Salon, 103 East 65th Street, New York, NY 10021 (212) 452-0954

Profound Beauty celebrates the exclusivity of salons and their clients by elevating the recommendation of the stylist through branding. Profound’s collection includes shampoos, conditioners and styling products all specifically formulated for the individual. By imprinting every bottle with both Profound’s name and the name of the salon, Profound ensures that their products will never be found outside of the salon.

Media Contact:

Mark Sejvar or Emily Polsby, HypeHouse, Inc.


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Mark Sejvar
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