OGX® introduces Ionic Frizz Repair Addressing #1 Cosmetic Concern in Haircare

This first-of-its-kind smoothing system repairs frizz from the inside out for a smooth that lasts.

• Frizz is the #1 cosmetic concern in haircareⁱ, yet many consumers rely on heat styling to manage it, creating a cycle of damage that can lead to even more frizz over time. 
• Powered by dual-action Ionic Ceramide Technology, OGX^® Ionic Frizz Repair helps break that cycle by instantly smoothing visible frizz and flyaways while progressively strengthening and repairing hair with continued use.  
• Ionic Frizz Repair launches at major retailers starting November 1, 2026

SUMMIT, N.J., Oct. 29, 2026 /PRNewswire/ -- As a leader in hair repair science, OGX^® is advancing the future of repair with the launch of its new Ionic Frizz Repair Collection, a first-of-its-kind system powered by proprietary Ionic Ceramide Technology. The six-piece system is designed to break the cycle of heat-induced frizz and damage, repairing both the visible signs of frizz and the underlying damage beneath the surface for softer, smoother strands with every wash.

For many consumers, achieving smooth hair often comes at a cost. Frequent heat styling can help control frizz in the moment but may contribute to ongoing damage, leading to even more frizz over time.

Powered by proprietary Ionic Ceramide Technology, OGX^® Ionic Frizz Repair works on two levels. Positively charged ions in the formula bind to the negatively charged ions on heat-damaged hair, instantly neutralizing frizz and sealing the outer cuticle for smoother strands. At the same time, a penetrating ceramide-oil complex mimics hair's natural barrier to help repair and reinforce the inner hair cortex, shielding against progressive heat damage and associated frizz. Together, these two actions deliver hair that is smooth today and smooth tomorrow.

"At OGX^®, we're continually looking at how we can advance hair repair science to solve the top challenges consumers are facing," says Dawn Hampton Lopez, Vice President of Global OGX^®. "This system addresses what we call the heat-smooth paradox, that never-ending cycle of turning to heat to quickly smooth frizz while creating more damage over time. We're offering a more sustained solution that repairs existing damage for healthier, smoother hair while helping defend against future damage."

Key Facts about the OGX^® Ionic Frizz Repair Collection

Ionic Frizz Repair is powered by dual-action Ionic Ceramide Technology that works on two levels — neutralizing frizz at the surface while repairing damage at the source.

• Heat Protection: The heat activated Leave-In Weightless Hair Ionic Protection (W.H.I.P.) Treatment is key to a smooth, weightless blowout, serving as an all-in-one styler with heat protection up to 450°F.
• Complete Frizz-Smoothing Routine: The OGX^® Ionic Frizz Repair Collection features six color-safe, sulfate-free products that work together to repair hair from the inside out. The system includes a Hair Lamination Mask specifically designed for coarse and curly hair textures.
• Proven Results: Ionic Frizz Repair delivers 72-hour humidity-resistant smooth, an 80% increase in shine, and 55% less breakage vs. a non-conditioning shampooⁱⁱ.

The OGX^® Ionic Frizz Repair Collection includes:

• Shampoo and Conditioner gently cleanse and repair frizz from the inside out for a healthy, blowout-smooth base.
• The Leave-In Weightless Hair Ionic Protection (W.H.I.P.) Treatment and the Hair Lamination Mask provide heat protection, body, nourishment and increased manageability.
• The Night Repair Serum extends a smooth blowout overnight, and the Flyaway Wand offers instant, on-the-go frizz control.

Guided by its commitment to advancing hair repair science and delivering high-performance solutions at an accessible price, OGX^® will introduce the Ionic Frizz Repair Collection at major retailers beginning November 1, 2026, with the Shampoo, Conditioner and Lamination Mask. The collection will expand later this winter to include the Leave-In W.H.I.P. Treatment, Flyaway Wand and Night Repair Serum.

To learn more about the OGX^® Ionic Frizz Repair line, visit www.OGXbeauty.comor follow OGX^® on Instagram at @OGX_beauty and TikTok at @OGX beauty. 

About OGX^®

OGX^® believes healthy hair gives you the confidence to boldly be yourself, which is why we develop high-performance formulas, designed to support hair health and resilience from root to tip. We blend recognizable, proven ingredients known for delivering healthy–looking hair to equip you with the products you need to help prevent and repair damage every time you wash. OGX^® is a brand of Kenvue Brands LLC, a subsidiary of Kenvue Inc.

Media Contact: 
Jenni Évora 
Communications Lead, Skin Health & Beauty, Kenvue
[email protected]

ⁱ Source: Haircare A&U; Fieldwork: March 2024; Sample Size: N10,222

ⁱⁱ Clinical study ongoing. Instrumental results vs. non-conditioning shampoo.

SOURCE OGX Beauty