New Curlaway® Curl Relaxer Offers Gradual, Gentle Relaxation for Multi-Ethnic Hair

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Xenna Corporation (http://www.xenna.com ) CEO C. J. Buck, MIA announced today the company has launched its Curlaway® Curl Relaxer brand, building on its already established base of natural personal care products. Responding to a growing trend among multi-ethnic individuals to go back to "natural," Curlaway is being offered as a new solution for these individuals, who often experience damage from traditional chemical hair straighteners.

Xenna Corporation (http://www.xenna.com ) CEO C. J. Buck, MIA announced today the company has launched its Curlaway® Curl Relaxer brand, building on its already established base of natural personal care products. Responding to a growing trend among multi-ethnic individuals to go back to "natural," Curlaway is being offered as a new solution for these individuals, who often experience damage from traditional chemical hair straighteners.

Buck says, "Curlaway is truly revolutionary because of its gentle method of changing the structure of curly hair without the use of harsh alkaline ingredients. Curlaway is so safe that it can be used directly on chemically-relaxed hair to refresh a perm and on children's and men's hair."

Curlaway was recently selected as one of the products to be distributed to celebrities and other attendees at the 7th Annual Hollywood Makeup Artists and Hair Stylists Guild Awards. The event will take place at the Beverly Hilton Hotel in Beverly Hills, California on April 22.

Xenna has entered into a distribution agreement with Beauty Enterprises, based in Hartford, Connecticut to distribute Curlaway nationally to beauty supply stores. The brand's introduction will feature 6-unit displays. The product’s MSRP is $19.99, for a 6 oz jar - 6 to 8 applications.

Patented Curlaway Gel uses totally different ingredients than other relaxers. It contains a natural source of acetic acid to modify the amino acid anchors of the disulfide bond without breaking it, as alkaline, conventional relaxers do. With repeated applications, curl relaxes -- the more the gel is applied, the straighter hair becomes. Additionally, Curlaway’s conditioning ingredients -- MSM, grapeseed oil and DL panthenol -- soften brittle or dry hair. It also contains a natural thickener, xanthan gum, derived from cabbage, and a light green apple fragrance.

Designed to respond to specific market demand for a semi-permanent relaxer that does not cause breakage, Curlaway Gel is a one-step process requiring no neutralization. It gently removes natural curl, makes hair easier to comb and style -- all without the use of harsh chemicals. Curlaway can be used as an overnight treatment and, with very light application, as a daily, leave-in conditioning-relaxer.

Buck says, "With Curlaway, you can have a big, bouncy curls or ringlets for a more natural look. The more you use Curlaway, the straighter your hair becomes, so users can simply stop using Curlaway when they have the look they like -- or they can keep using it to achieve silky-straight hair that's easy to style and manage."

Curlaway is left in the hair for three or more hours or overnight, so Buck says it has not been marketed to stylists who want a product that will straighten in one treatment while the client is at the salon. Curlaway takes about 20 applications to straighten virgin curly hair, and an average of 5 applications to relax permed or wavy hair.

Xenna offers a money-back, no time limit guarantee. Curlaway is fully refundable if you are not happy for any reason.

According to Buck, the decision to distribute Curlaway nationally came as the result of web sales response and an extremely positive response from consumers. Comments have included:

"Where have you been all of my life? Curlaway is easy to use, gentle, and most of all it works."

"Curlaway is wonderful! It has literally changed my life. Now I like who I am and am happy to look in the mirror! I use Curlaway every day as a relaxing conditioner and once a month as an overnight treatment. I get compliments on my hair all the time! And the price for Curlaway is unbelievable for what you get… my hair is soft, shiny and silky!"

Curlaway can be purchased online at http://www.xenna.com. For international orders, Curlaway can be purchased at http://www.outletnutrition.com. Xenna will be providing information on additional locations where Curlaway can be purchased by the end of April.

Xenna Corporation is a privately-held, woman-owned company which develops and distributes natural personal care products for skin, hair and nails. All Xenna products are unconditionally money-back guaranteed. To view before and after photos, click on http://www.xenna.com.

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C. J. Buck
Xenna Corporation
800-368-6003
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