- WHAT IT DOES
- HOW IT WORKS
WHEAT COMPLEX
What It Does
Wheat protein has long been used in hair care products, but now the leading scientists in ACTIVE NATURALS® ingredients development at AVEENO® have unlocked its true potential. The AVEENO® brand has identified an optimal blend of wheat – wheat protein + wheat germ oil – that preserves the naturally active benefits of wheat and allows it to target damaged areas of hair.
WHEAT COMPLEX
How it Works
When hair is damaged through coloring, blowdrying or perming, bonds in the hair break and create a negative charge. The wheat protein in the Nourishing Wheat Complex has a naturally positive charge that is attracted to the charge on damaged hair. It selectively targets and bonds to the most damaged parts of the hair. Formulas infused with the Nourishing Wheat Complex leave hair shinier, softer and healthier.
