How to keep hair beautiful

Let’s be honest: beautiful hair isn’t always low maintenance. Most of us have spent years experimenting with heated styling tools, products, chemical treatments and colours, all in search of hair that looks ‘naturally’ gorgeous. All of these elements can take a toll on our hair, so it’s no surprise that 84% of the female population now describe their hair as damaged. Damage, then, is the new normal – and yet many of us feel worried and embarrassed about it. The good news is that hair can be styled, cared for and look beautiful at the same time, without any need for anxiety. Here’s how.

1
```
Get creative.
```
Eight out of 10 see their hair as an expression of femininity, so we think hair is a pretty big deal. Beautiful hair can boost your confidence, brighten your mood and make the difference between a so-so day and a brilliant one. That’s why we say styling your hair is key. It’s your chance to decide who you want to be today, so be creative…
2
```
Protect from damage.
```
Knowing how to keep hair beautiful is one way to help you feel your best – so it’s worth looking for products that effectively address damage. The right conditioners and treatments can strengthen your hair so that you can style and experiment to your heart’s content
3
```
Day to day care.
```
Day to day, you can protect your locks with a conditioner that has the benefits of a treatment. Our Intense Repair Conditioner helps to reinforce damaged proteins, while sealing lifted cuticles to help protect against future wear-and-tear
4
```
Boost moisture.
```
Sometimes your hair might just need a moisture boost. On those occasions, apply our Intense Repair All Day Repair Cream to wet or dry hair. It makes the hair softer and more manageable, so you’ll see an immediate benefit
5
```
Deeply nourish.
```
In the same way that applying a facemask on a Sunday evening leaves you with that cared-for, ready-to-go feeling, our Intense Repair Treatment Mask ensures that your hair feels really looked after. It deeply nourishes damaged hair and leaves it up to 10 times more resilient against future damage
6
```
Tailored hair care.
```
For products tailored to your hair’s needs, try our Advanced Hair Series. It provides tailored care that’s right for you, whether your hair is fine and flat, dry and dull, or ageing