PHYTO has debuted a collection of jojoba-infused products to weightlessly moisturize dry to very dry hair.
The new line, NOURISHMENT, replaces the French brand’s existing PHYTOJoba line. Its products contain 100 percent natural jojoba, extracted from the seeds of the desert plant with the same name and renowned for its hydrating properties.
The products are formulated to provide long-lasting replenishment to hair fibers and protect from future dryness, without the heaviness associated with deep moisture products.
In keeping with the brand's other formulas, the NOURISHMENT collection is free of sulfates, parabens, silicones, and gluten.
The line consists of:
NOURISHMENT Nourishing Shampoo — formulated with jojoba oil to gently cleanse and weightlessly moisturize the hair fiber;
NOURISHMENT Nourishing Conditioner — has a balm texture, and contains jojoba oils and esters (hydrogenated jojoba oils) for non-greasy replenishment that absorbs quickly; and
NOURISHMENT Nourishing Mask — a creamy treatment that includes a triple punch of jojoba oils, esters, and butters for intense hydration.
The brand plans to introduce a moisturizing leave-in cream in the NOURISHMENT line later this year as a replacement for its PHYTO 7.
As in other PHYTO products, the water in this new line is replaced with White Mallow plant. Sourced in France and organically farmed, the extract leaves hair softer, supple, and shiny.
PHYTO has launched four other new or revamped collections in 2024: COLOR, PURPLE, REPAIR, and VOLUME.