Catherine Zeta Jones has long been a fan of using beer to condition her famous mane – an old wives’ tale that women have sworn by for centuries to get shiny, smooth and voluminous hair.
Now, a beauty company based in Asheville, North Carolina hopes to bring beer’s nourishing properties to the masses.
Bröö makes beer-based haircare products using barley, hops, and yeast, all of which are packed with proteins, vitamin B, and natural oils to nourish and strengthen lackluster hair.
Instead of using water, Bröö uses beer as its main ingredient, and then adds natural cleansers to create three ranges of shampoo and conditioner, priced at $9.99 each — Porter (for hydration), Pale Ale (for volume), and I.P.A. (for smoothness).
And unlike Ms Zeta Jones, who in 2009 told The Daily Mail that she ‘smells like the bottom of a beer barrel for days afterwards but it’s very good for the hair,’ Bröö’s products leave no trace of a beer smell.
Instead, its Hydrating Porter Shampoo combines vanilla, toffee, and caramel notes, with a chocolate and coconut finish.
The Volumizing Pale Ale Shampoo smells of citrus, ginger, and lemongrass with malt, and the
Smoothing I.P.A. Shampoo leaves behind the smell of cinnamon, ginger and cardamom.
At the Natural Products Expo in Anaheim last year, Bröö’s Craft Beer Shampoo’s co-founder, Brad Pearsall said that it took two years and testing 53 brands of beer before finding one with the right formula.
Brad and his wife Sarah finally settled on Asheville’s original craft brewery, Highland Brewing; and Highland’s St. Terese’s Pale Ale became the products’ founding ingredient.
So far reviews have been positive.
One commenter from San Fransisco, California, wrote on Drugstore.com: ‘I have very fine curly hair that tangles easily. With most conditioners, I have to use two to three handfuls to smooth and detangle my hair. This conditioner not only does that without using half the bottle, it smells wonderful and really hydrates.’
Another from Ormond Beach, Florida, noted: ‘Makes my fine hair full and soft and most importantly, doesn’t dry my hair out!’