For most women, their hair is their crown and glory. When humidity is high or when the weather is brutally cold, unruly and lifeless hair can feel like a crown of thorns.
“Inova Professional products aim to make women’s lives easier and their hair manageable. In the mornings, they don’t have to worry about blow drying their hair,” offers Matan Pinton, CEO of INOVA Professional, a premium line of keratin-infused hair care products.
New York City salon owners and senior hair stylists Simon Aminov and Daniel Babishov created INOVA. With over 40 years of experience between them, they specialize in taming unruly, curly, frizzy hair resulting from years of color processing and relaxers.
“Our great products like the sulfate-free shampoo, deep conditioning mask and booster keep the hair healthy. The average keratin treatment costs you $300. Our product, which can be used post treatment, prolongs the life of the treatment.”
Pinto points out during IBS New York that INOVA “reduces frizz for women who like to wear their hair straight and even wavy. The main ingredients of the line include keratin and collagen that naturally soften, smooth and add shine while maintaining the health, strength and flexibility of the hair.”
The line also includes a digital, light flat iron with titanium plates that heat up to 450 degrees. “The INOVA PROFESSIONAL flat iron reaches a much higher temperature than most irons because the high heat of the titanium plates are better than other irons at sealing the hair cuticle,” Pinto closes. –yvette caslin