Editorial hairstylist Mordechai Alvow plans to bring back hair’s shine with the launch of Yarok Sensory Treatments, a botanical-based line of conditioning treatments designed to replenish the scalp and restore shine to hair. Yarok, a Hebrew word meaning “green,” contains seven serums composed of a high concentration of nutrients.
“I wanted to help with the elasticity of hair while penetrating the scalp with moisture. It’s like taking vitamins,” said Alvow, who works out of Pashah salon in New York, in addition to doing editorial work in Miami.
Though the treatment is currently offered at Pashah and Chicago’s John Vaillancourt salon, Yarok’s Sensory Treatment Travel Kit will be available online at yarokhair.com in December. Over the next year, the company has plans for a national rollout to specialty stores, along with about 1,000 salons and spas.
Made from vitamins and minerals from organically grown plants, Yarok’s treatments are designed to revitalize the hair and scalp in addition to providing a sensory experience. Using essential oils known for their medicinal benefits, the at-home and salon treatments are formulated to address seven specific hair and scalp conditions, including blow-drying, chemical processing, product overload, free-radical assaults and everyday stress. Chill After Sun includes geranium oil and aloe vera, Iilume Your Blond features chamomile and coconut oil and Booster for Men is made of jasmine and camellia oil.
“I wanted to bring back the vitamins you lose when you have a crazy lifestyle. I looked to a combination of things: my Turkish background, the lifestyle of New York and Asian culture,” said Alvow. “I started reading about herbs and went back to ingredients my grandmother used, like olive oil. Asian cultures used camellia oil for hair treatments, in addition to Japanese combs to help with blood circulation.”
While the 30-minute in-salon treatment costs $65, customers can pay $56 for the at-home treatment kit, which comes with three 0.25-oz. mini dropper bottles of each serum, a Japanese Wooden Comb and a step-by-step application booklet. Alvow recommends using the hair and scalp treatment twice a week for the first month, and then once a week for maintenance.