Alterna launches Micellar no-rinse dry shampoo

Alterna Haircare has launched new Meltaway No-Rinse Micellar Cleanser to Its My Hair. My Canvas. collection of products. 

The hair cleanser joins the range's Extend Collection of products, meeting the growing demand for products that lead to less frequent hair washing whilst still achieving clean looking and manageable hair. 

Using Micellar technology, Meltaway No-Rinse Micellar Cleanser is a rinse-free cleanser that allows clients to extend wash days by effortlessly refreshing any hair style. This fast-drying crème-to-powder formula will gently, yet thoroughly, cleanse by absorbing oil and sweat while breaking down residual hair products. Unlike other dry shampoos that leave white cakey residue and dry out the hair, Meltaway No-Rinse Micellar Cleanser is translucent and preserves hair's moisture, so it looks full and feels shower-fresh.

Commenting on the launch of Meltaway No-Rinse Micellar Cleanser, Suzanne Dawson, Global General Manager at Alterna Haircare, says: 

“Consumers today are extending no-wash days more than ever, but they don't want to compromise hair health and freshness. Traditional dry shampoos cause build-up, dullness and dryness. Inspired by skincare, we developed an innovative, cream- to-powder dry cleanser that effectively cleanses hair, melting away oil, sweat and product build-up to leave hair clean, refreshed and smelling great! 

"Meltaway No-Rinse Micellar Cleanser is super versatile – use it on hair at night to meltaway the day, after traveling or working out, or in the morning to quickly refresh and restyle. This is your hair's healthy, time-saving, new best friend.”