As the weather begins to warm up, summer humidity beckons, and so does our dreaded hair frizz! At The Amazing Blog, we want to share our latest anti-frizz discovery with Rossano Ferretti and their 14 Velluto Straightening Serum; it’s a non-oily formula that’s helped to keep our hair texture super-smooth and glossy.
Rossano Ferretti is an Italian hair care, company founded by the hairdresser Rossano Ferretti himself in 1990 when he opened his first salon in Parma, Italy. Since opening his salon, Ferretti's goal has been to change the salon experience to a more sensory experience, with wellbeing at the forefront. Since 2008 he has been travelling globally to open new salons and developing a new concept for franchising and collaborations with some of the top hotel chains bringing his vision for the luxurious hair salon experience. A unique element of the brand is its haircutting method, which Rossano Ferretti exclusively developed with his sister. The technique is all about the hair's natural fall; it’s a customised haircut tailored to each individual and their hair type. In an interview with Vogue, Rossano Ferretti explained that the method "was a vision I had for ten years, but a technique that I developed overnight. My goal was to create a haircut without geometry, and without seeing the cut of the scissors. I just wanted to see the natural fall of the hair, so I invented the invisible haircut." Rossano Ferretti was inspired by his grandfather, a barber, and his mother and grandmother, who ran a small salon. He went to London to study hair design, enrolling at the Sasson Academy in the 1970s at just 15 years old. He said that "This particular period in my life was the incubator for my revolutionary technique, the moment where I was able to breathe life into my original vision and dream." Rossano Ferretti now has over 20 hair salons across the globe and a range of multi-award winning luxury professional haircare products, which launched in 2010. They recently won ‘Best Hair Brand ‘at the global 2022 Beauty Shortlist Awards. There are now 36 products categorised within 11 collections, including ‘Dolce’ for nourishing dry hair, ‘Grandioso’ for adding volume to fine and flat hair, ‘Intenso’ for adding smoothness and hydration to ultra-thick hair and ‘Vita’ for rejuvenating thin, ageing or fragile hair. His products are made in Italy and available in his salons, select spas, and online. They cater to every type of hair issue and need with up to 99% naturally derived vegan and cruelty-free ingredients, and combine powerful natural-botanical elements with the most advanced active principles and technology. The brand has partnered with Save the Children, where they donate 5% of their net profits.
Edwina, our Executive Editor, tested out this 14 Velluto Straightening Serum as one of the judges on the 2022 Beauty Shortlist Awards, and we can see why it won ‘Best Hair Smoother/Strengthening Treatment’. This serum works for all hair types and is comprised of over 95% naturally derived ingredients. The product not only straightens hair by detangling, and defrizzing, but it also gives it a great shine.
Looking at the key natural ingredients, they all come with numerous benefits. The Sweet almond protein is nourishing and helps smooth, soften and protect the hair. Another notable is the avocado oil, a rich source of vitamin A, D, and E and fatty acids. Together, both these have the restructuring power to repair, and strengthen hair. Sesame seed oil is another excellent source of vitamin E and B, it’s naturally moisturising and soothes the scalp. The crambe abyssinic seed oil is rich in omegas 6,9 and triglycerides, it’s light, hydrating and adds shine.
Other additives in the serum are sulfonic acid, used to promote hair growth. There are other surfactants, emulsifiers, and solubilising agents such as polysorbate 80. Ethylhexylglycerin is a nourishing ingredient with hydrating properties. Peg-8 Dimethicone and Isohexadecane are synthetic ingredients that are used as texture enhancers. Sodium Acrylate/Acryloyldimethyl Taurate Copolymer are thickening agents. Sodium benzoate and phenoxyethanol are preservatives used to prevent the growth of bacteria in cosmetic products. Finally, limonene, linalool and geraniol are natural aroma compounds.
What we found with this Straightening Serum, is that it protects the hair from humidity and enhances strength to reduce damage or breakage. In an interview with Prestige, Rossano Ferretti recommended it saying, "To help hair remain smooth and supple despite the humidity, I would recommend Velluto 14, a luxurious, anti-frizz serum that makes the hair exceptionally smooth and silky while controlling static and protecting from external aggressors." We used only a couple of pumps before styling and loved how it gave our hair a wonderful sleek looking sheen - taking away any flyaway hairs or frizz. It’s opaque, light and creamy in texture, and has a delicious subtle floral fragrance - that won’t conflict with another. As one of our #amazingfinds, it’s on our must-have list for the summer. If you want to avoid unwanted frizziness, then we recommend adding this straightening serum to your hair care. Purchase the 100ml Straightening Serum here for £34.
