It’s only a small exaggeration to say that each day of Fashion Week feels like approximately eight years. Its packs a lot in—so the fact that Kim Kardashian going platinum is still a shining, vibrant memory is just a testament to how great her silvery new color looks. Also memorable: the shock as the truth came out that this was truly, actually, the real deal. No Kylie Jenner wig here, or pinned back hair for a faux Kendall bob. Kardashian had taken the plunge, and emerged with the whitest hair possible. The next question on our lips? How she was going to keep it on her head.
Most people who’ve gone platinum will tell you, it’s no easy upkeep. As cool as it looks, bleach leaves most hair fried, crunchy, and at risk of breaking off with the breeze. So the heat was on to see how Kardashian handled the damage, and as it turns out, her hair savior might just be the cheapest thing in the Kardashian-West hair arsenal. Crazily enough for the multi-billionaire, it’s a $20 drugstore hair treatment—the Nexxus Emergecee Protein Treatment.
That said, she didn’t use it in the typical way (at home, hair marinating in a huge towel, in front of a TV show). According to Byrdie, Kardashian used her time in New York to swing by the Nexxus salon for its signature treatment.
Per the brand, the treatment uses a high concentration of proteins to deliver collagen and elastin and strengthen your hair. In life post-bleach, that’s especially important—the chemical does a number on your hair and literally breaks the bonds holding it together, so a combination of protein and hydration is essential to repair the damage and keep it healthy. Think of it like Olaplex (the post-bleach protein builder every hairstylist swears by), taken down just a couple of notches so you can use it at home. Even if you’ve never gone near bleach, we can vouch for it: the silky, soft feeling it leaves behind is no joke.
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