As the ‘glass hair’ trend grows among consumers shifting toward minimalist routines and high-shine, frizz-free finishes, lamellar technology is gaining traction in the mass haircare space. John Frieda has entered the category with Silk Waters, a new two-SKU post-shampoo range promising instant smoothness and shine in seconds.
Responding to demand for lighter, faster, and more effective conditioning solutions, Silk Waters uses lamellar technology to deliver active ingredients evenly across the hair cuticle, smoothing and strengthening without weight or residue. The technology activates on contact with water, targeting damage-prone areas and enhancing shine—ideal for those seeking ‘glass hair’ results at home.
The launch includes:
- Miraculous Recovery Silk Drench Smoothing Water – targets frizz with rice oil and glycerin.
- Blonde Gold Spun Silk Illuminating Water – designed for blonde and lightened hair, combining Niacinamide and Biotin to restore brightness and manageability.
Both products retail at $20.99 and are designed for use 2–4 times weekly as a rinse between shampoo and conditioner. The range is now available through Chemist Warehouse and Woolworths, with a national rollout to Priceline scheduled for June 2025.
John Frieda previewed the range at a launch event at Quay in Sydney, hosted by media personality Sarah Marie Fahd. Celebrity stylist and longtime brand collaborator David Keough shared his endorsement of the technology.
“Consumers want performance without complexity. Silk Waters delivers fast, visible results without the heaviness of traditional treatments,” said Keough, whose 30-year career includes styling Miranda Kerr, Elle Macpherson, and working with editorial titles such as Vogue and Marie Claire. A former style consultant for the brand, Keough was instrumental in shaping John Frieda’s creative direction during his initial tenure from 2003–2007.
The launch of Silk Waters supports Kao Corporation’s continued push into high-function, simplified haircare solutions across mass and pharmacy retail.
Read the AUTUMN ’25 issue of Retail Beauty below:
- For more news and updates, subscribe to our weekly newsletter
- Follow us on Instagram
- Like us on Facebook
- Connect with us on LinkedIn