Centred haircare
Centred. How perfect a name for a brand launched in the run-up to a global pandemic, when that is precisely what we'd all like to feel, on a daily/hourly/minute-by-minute basis.
But here’s the thing: Centred happens to be fab haircare, not just a clever name. The plus of lockdown is that we’ve had plenty of play time to explore new products – which happened to include this range. (Good Hair Days have been really important at a time when the universe is collapsing around us, we’ve found.)
Founded by Laura Tudor (who has a fashion background) and and Kieran Tudor, award-winning hairstylist and creative director, Centred aims to go beyond washing and conditioning, actually helping with the effects of stress on hair. (Another reason it’s perfect for now, then!)
As the name suggests, Centred does indeed calm the senses with its ‘mindful’ scents, which we’re really enjoying – and the products themselves are tip-top. The cornerstone of the range is En-Root Scalp Treatment, to treat ‘the flowerbed we grow our hair from’, as they put it, with a powerful blend of detoxifying oils. It nixes product build-up, promoting healthy hair growth.
Daily Calma Shampoo is sulfate-free, with a hint of orange flower in the scent, to be followed by a wonderfully glossing Daily Calma Conditioner. There are supplements, designed to deliver beauty-boosting vitamins including zinc, biotin, amino acids and iron (TBH we haven’t tried these, rattling as we already do with supplements from Victoria Health). And there’s a smoothing Unwind Detangling Hair Primer, which we passed on to the mother of a small child, who’s found it has transformed the process of getting the knots out of her daughter’s hair.
The range is vegan-certified, made in the UK (to keep its carbon footprint down) and 10% of profits (when they do make profits!) will go to Friends of the Earth. Even more impressively, packaging is all made from 100% post-consumer recycled plastic, with postage packing made from an FSC mix of recycled cardboard; shredding inside the boxes is a by-product from coffee cup production. ‘We hope to lead by example and inspire change in the category,’ the founders say.
There’s much talk at the moment about pushing the re-set button and doing things differently, in future. And about how as consumers, we’re asking for brands which show they care – about customers and the environment.
Which makes Centred’s timing pretty darned perfect, too.
£22-118 (for the Complete Hair Wellness Package) – buy here
