The Secret Ingredient Behind Davines’ Award Winning OI Hair Care Line – Roucou Oil

After the recent announcement that OI Shampoo and Conditioner by Davines just won Refinery29’s first annual Beauty Innovator Awards for “Go-To Shampoo and Conditioner,” the entire OI line has been getting a lot of attention. The line has also received awards and accolades from Cosmopolitan, Allure and other magazines. The OI line of products are also top sellers on notable beauty sites such as Birchbox. Each of the OI products have received 4 – 4.5 star ratings from over 4,000 Birchbox subscribers that tried each product! That’s a big deal!  So what’s all the fuss about? What makes this product line so special and so highly rated? Here’s the skinny …..

Each of the OI products has a very special ingredient – roucou oil! Remember that name, because roucou oil has already got the attention of the medical and cosmetic industries, and you can expect to hear more about this precious oil’s magical properties in the near future. Recent scientific studies reveal that roucou oil is rich in beta-carotene, the and it has a restructuring action on hair that encourages growth. The oil has high amounts of ellagic acid, known for its neutralizing power against free radicals helping to keep your color from becoming dull and flat.

The OI Line – 

OI’s ultra hydrating, paraben- and sulphate-free shampoo is the first step in a healthy hair routine, creating a gorgeous sheen as it boosts volume and improves hair texture. Natural active ingredients like antioxidant-fueled roucou oil protect hair from harsh UV radiation and soften strands, while sunflower seed oil amps up shine. Great for boosting softness, shine and body.

The OI Conditioner moisturizes, softens, and soothes hair with apricot butter and roucou oil. It also helps protect hair from damage caused by the heat of blow dryers and straighteners or by the elements while helping it dry faster and still maintain body.

This lightweight serum instantly tames frizz, smooths, adds shine and detangles providing the ultimate finishing touch for any hairstyle. High in antioxidants from roucou oil it prevents hair aging and breakage while working to restructure your hair. This hard-working potion improves your hair for the short- and long-term. Watch the OI Oil Absolute Beautifying Potion Tutorial Video

This multipurpose leave-in treatment is specifically formulated to moisturize and add body without weighing hair down, providing you with long-lasting style. This awesome product adds shine, softness and silkiness while controlling frizz and longer-lasting hairstyles. It offers excellent detangling power, facilitates combing of dry and wet hair as well as faster blow drying while providing heat protection.  And of course, it’s packed with the power of roucou oil. Check out the All In One Milk Multi-Benefit Beauty Treatment Video


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