Cozy Friedman is adding to her SoCozy nontoxic line of hair-care products for children. This time she’s zeroing in on the growing number of people affected by sensitive skin, especially around the scalp.
The new line, Hush, tackles the root of what causes sensitivity in children without using irritating ingredients. The collection includes four treatment based products — 2-in-1 Shampoo + Conditioner with a gentle massaging brush, Scalp Serum, Leave-In Detangler and Styling Foam. The items are currently on shelves at Target and online at target.com, Amazon.com and SoCozy.com. Prices range from $12.50 for the leave-in detangler and the foam to $14.50 for the shampoo and serum.
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The new collection widens the reach of Friedman’s SoCozy line to babies. Children’s skin is 20 percent to 30 percent thinner than that of adults, she noted. “I’ve had many requests in my salons from parents who want gentle and relieving products for their kids’ scalps,” Friedman said during the WWD Digital Beauty Forum on Feb. 7. She cited statistics that 50 percent of people are affected by sensitive scalp caused by dry air, heat, cold, pollution, stress and the wrong shampoos.
By conducting a survey with moms across the country, Friedman learned that there was a large disconnect between the significant amount of moms who expect safe and gentle ingredients in the products they choose for their babies and children and the huge number of products in the baby aisle that contain at least one irritating ingredient.
The range is thought to be one of the first to specifically address the key contributors of scalp sensitivity in babies. It also helps optimize pH levels to restore the moisture barrier and normalize sebum production. Made with a proprietary ingredient complex, Hush features an ultragentle blend of ingredients that help soothe, and calm an itchy, irritated, inflamed sensitive scalp.
The Hush collection is resonating with dermatologists. “As a dermatologist, it’s critical I use and recommend products that work — as a new mom, it’s more important than ever. SoCozy’s Hush formulas are clean and were created to work together, for both babies and kids, to finally address the common concerns of moms — cradle cap, dandruff, psoriasis and folliculitis,” said Dr. Dendy Engelman, a New York-based, board-certified dermatologist. “Plus, they’re safe enough for everyday use. Unlike other products within this category that contain potentially irritating ingredients, I trust SoCozy as a physician and am reassured by them as a mom.”
Hush joins the existing SoCozy lineup of Cinch, Boing, Boo, Behave and Splash. All of the products are formulated without harmful chemicals.