Breakthrough, Natural Hair Relaxer Makes It Easy for African-Americans to Achieve Loose, Soft Waves

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Valentine's Day is a great time to experiment with a new look to get ready for romance. One of most popular looks for African-American and multi-ethnic hair this year is a casual, natural soft curl in the loose and wavy style that's currently popular with celebrities -- a style that's romantic and perfect for celebrating love.

Valentine's Day is a great time to experiment with a new look to get ready for romance. One of most popular looks for African-American and multi-ethnic hair this year is a casual, natural soft curl in the loose and wavy style that's currently popular with celebrities -- a style that's romantic and perfect for celebrating love.

Until now, however, traditional chemical relaxers have limited the frequency of texture changes, and all lye and no-lye relaxers suggest long periods between re-applications.

Curlaway® Natural Relaxer, a new, natural-based relaxer, now offers more flexibility and styling choice. Curlaway Gel is low in pH, rather than alkaline and contains no alkaline ingredients, such as guanidine. Unlike conventional high pH relaxers, Curlaway works gradually to slowly release curl without hair damage or breakage and offers a way to immediately modify any style to a wavy or straight look.

The gel was recently introduced in selected Walgreen's stores and in beauty supply stores on the East Coast. Rather than rapidly restructuring the hair by breaking disulfide bonds, Curlaway's method simply rotates the disulfide bond anchors and weakens hydrogen bonds within the hair shaft so that curl is gently released. Keeping the matrix intact, hair is fortified by a combination of natural moisturizes within the gel, including castor oil, grapeseed oil, MSM and DL-panthenol (Vitamin B-5).

"Because the relaxing agent is fermented from natural grains the process can take longer on very tight curl and virgin hair," says Carol J. Buck, CEO of Xenna Corporation (http://www.xenna.com) which developed and patented Curlaway Gel. "But for previously-processed hair loose waves are pretty easy to achieve in one or two overnight applications. But all hair types become very responsive to the least amount of tension or heat styling, so hair comes off the roller or the heat-wand looking shiny and fantastic, and -- even more importantly -- STAYS that way through the evening, even on humid nights! I know how frustrating it is to work on your hair for a half an hour, then see it poof out as if I got an electric shock an hour into my date! Now, after using about three jars of Curlaway, my hair is perfect and I never thought I would say that."

The company's research suggests that fragile, naturally dry hair requires gentle handling and extra moisturizers daily, which is why Curlaway was also formulated to be used as a daily leave-in moisturizing-relaxer which can be applied just to roots to "train" them to match the loose waves or ringlets achieved with overnight treatments.

For those who want "Asian-straight" hair, the product's directions recommend continuous overnight treatments until no curl remains. This can take up to three months, but, as Curlaway customers attest, "The miracle does happen." Curlaway is left in the hair for three or more hours or overnight, and takes about 20 applications to straighten virgin curly hair, and an average of 5 applications to relax permed or wavy hair.

"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 go silky-straight hair that's easy to style and manage. The product is also safe to use on short and children's hair. Likewise, after using Curlaway for a while, trendy 'wash and wear' natural styles are a breeze with a bit of styling gel.

Curlaway is being offered at select Walgreens stores and in beauty supply stores from Massachusetts to South Carolina. The product's website, http://www.curlaway.com, shows photos of hair before and after using Curlaway Relaxer and a downloadable list of stores where it can be purchased. For a complete list of stores click on http://www.curlaway.com/product_curlaway/walgreens.html and http://www.xenna.com/curlaway_beautystores.html. One jar is enough for 6 to 8 treatments and sells for $19.99. Xenna Corporation also offers a money-back guarantee. Curlaway Gel can also be bought from the brand's website, http://www.curlaway.com.

We all have different ideas about what beautiful hair looks like. But without a doubt hair that looks healthy is essential. Used as an overnight treatment and more sparingly as a daily, leave-in conditioning-relaxer, Curlaway Relaxer makes hair healthy-looking and easy to style.

Curlaway is made with natural ingredients that work gently, but with enough strength to loosen the bonds in the hair. 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.

Curlaway can be purchased at Walgreens in most major cities, including Chicago, Boston, Philadelphia, Detroit, Houston, Dallas, Memphis, Kansas City and New Orleans. For a complete listing of the Walgreens stores carrying Curlaway, go to http://www.curlaway.com/product_curlaway/walgreens.html. A listing of beauty supply stores carrying Curlaway along the East Coast is also available at http://www.xenna.com/curlaway_beautystores.html. Curlaway can also be purchased online at http://www.xenna.com.

Xenna Corporation is a privately-held, woman-owned company which develops and distributes natural personal care products for skin, hair and nails. For more information on all Xenna products, click on http://www.xenna.com. View the company's press page at http://www.xenna.com/info_pressreleases.html

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cbuck@xenna.com
Xenna Corporation
800-368-6003
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