May 11, 2018 | By WGSN Insider
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It’s not often I get super excited by a new beauty launch. Don’t get me wrong, I get excited because all things beauty are my life*, but super excited is a whole other level. So when this gem of a new idea popped into my inbox last week, courtesy of alchemist Lauren Bowker of T H E U N S E E N, I immediately wanted to talk about it.
What makes it even more tantalizing is that it’s all about hair colour, and anyone that knows me knows that I have become somewhat obsessed with changing the hue of my locks in recent years.
FIRE, as it’s known, is the first ever colour changing hair dye. And by colour changing, I mean hair literally changes colour throughout the day when exposed to temperature fluctuations. Inspired by occult glamour – a burgeoning trend in the beauty industry as discussed in our Spiritual Beauty report last year – it’s available in multiple colour ranges and sees strands shift from a brilliant red to a soft pastel blue in seconds. Almost like those mood rings that were all the rage back in school that told everyone they were super excited when sitting in a Geography class.
Applied as a semi-permanent dye, this innovative take on the world of hair colouring was launched during London Fashion Week in collaboration with Storm Models, and is touted as a celebration of women in science, encouraging young women to see the creative opportunities in the world of science and engineering. Developed by Bowker, a self proclaimed witch who founded THE UNSEEN to demonstrate the ‘magick’ of science and technology, the formula works when hot or cool air hits the pigment and changes the chemical bonds. “If you’re inside you get one colour and if you’re outside you get another colour,” Bowker told Dazed & Confused. “We looked at data patterns of weather and environment in different countries and tailored the colour changes to correlate with those.”
And it really works. If you don’t believe me check out the video below and prepare to be obsessed with mood rings all over again.
*Disclaimer: not my entire life because, you know, life.
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