At HUL, innovation begins and ends with the consumer. Understanding evolving needs and responding with thoughtful, science-backed solutions defines our approach. This philosophy drives the launch of TRESemmé Silk Press—our first-ever heatless straightening treatment. With this innovation, TRESemmé strengthens its salon credentials, credibility and expertise even further.
Innovation inspired by consumers
Globally and particularly in India, the desire for versatile, easy-to-maintain, and stylish straight hair remains strong. And at HUL, consumer-focused innovation lies at the heart of our vision. Identifying the fact that traditional heat-based styling tools often cause significant hair damage, TRESemmé introduced Silk Press, a revolutionary solution offering salon-quality straightening without the damaging effects of heat or harsh straightening chemicals.
Powered by the advanced Amnio Press [20] Technology, Silk Press progressively straightens hair with each use to give “100Hr Silk disciplined hair[a].”
Backed by science, designed for you
Silk Press emerges from extensive research and meticulous development. Our dedicated R&D teams have focused intensively on aligning Silk Press precisely with consumer demands for efficacy, safety, and lasting, visible results.
Amino Press [20] Technology in the Silk Press range works both inside and outside each hair fibre to progressively straighten hair with every use. Inside the hair, it presses the Amino peptide complex into the hair cortex to repair damage, while outside the hair, it aligns raised cuticles to smooth and straighten the hair shaft.
Dr Supriya Punyani, R&D Head, Beauty and Wellbeing
Unlike other salon straightening treatments that rely on heat or contain harsh chemicals, Silk Press offers progressive hair benefits in the form of straight, sleek, smooth, and shinier hair with each use without hair damage.
Clinically proven results for smoother, straighter hair
The Silk Press range has been clinically evaluated and has shown consumers noticeable and significant improvement in hair benefits. According to the findings:
- 96% of consumers agree that their hair becomes visibly smoother and sleeker after using the product[b].
- 20% improvement in hair straightening in the first week[c].
- 35% progressive improvement in hair straightening in 4 weeks[c].
These statistics and the results of extensive tests have demonstrated that, the technology progressively straightened hair with each use. In addition to providing straighter hair with each wash, it facilitated progressive improvements in various hair attributes, including smoothness, shine, frizz control, and manageability, thereby bolstering hair health.
Looking ahead
Building on the efficacy and reliability of the TRESemmé Silk Press model, we aim to continue improving and enhancing our products so that we can not only empower consumers to enjoy transformative results at home but also experience salon-grade haircare solutions.