Many of us (myself included) religiously follow an in-shower hair care routine consisting of, at a minimum, shampoo and conditioner. It's a habit so ingrained that it would feel just wrong to not continue. But! With Blake Lively’s release of her new hair care brand, Blake Brown Beauty, the “Gossip Girl” star says she is so convinced of the power of masks that she's ditched traditional conditioner altogether for 20 years. In fact, there isn’t even a single traditional conditioner in her line.
Why, you ask? Well, during her XOXO days, Lively noticed that hairstylists and colorists were skipping conditioner altogether and going straight for masks after shampooing. "They were like, 'Oh God, no, we don't use conditioners,'" Lively recalls. Since then, she's been team mask all the way.
When creating her line (seven years in the making!), Lively's partners suggested including a conditioner to avoid losing sales. But Blake stood her ground, saying, "I know, but that feels dishonest because I use masks. Every single wash. I don't want to offer conditioner just to offer it."
As it turns out, masks and conditioners aren't all that different formula-wise. It's all about how much product you use and how long you leave it on. You could skip the mask altogether and just leave your regular conditioner on for a few extra minutes.
So, whether you're team mask or team conditioner, the moral of the story is this: Give your hair the time and love it deserves, and it’ll have shine, strength, and all-around health.
If you do decide to partake in this new ritual, here are some of the best options:
This K-beauty gem is perfect for dry, damaged hair in need of some serious TLC. It's packed with collagen and ceramides to strengthen and moisturize.
Living up to its "miracle" name, this mask is a jack-of-all-trades suitable for all hair types. It promises to restore, repair, and add shine to your mane.
For all the curly-haired gals! This mask is specially formulated for textured hair, giving intense moisture and strength with a refreshing rosemary mint scent.
Blonde gals, meet your savior. This mask is the best for bleached and highlighted hair and helps fight brassiness while restoring strength to fragile strands.
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If you're often color-treating your hair, you need a mask that can keep up. This mask helps preserve your color while nourishing your locks, leaving them silky smooth.
For those with fine to medium hair who worry about being weighed down, this lightweight yet effective mask gives you moisture without the heaviness.
Is frizz driving you crazy? This mask is a true must-have. It smooths and tames unruly hair so you’re left with locks that are sleek and, most importantly, manageable.
Dry hair is no match for Briogeo. This superfood-packed mask delivers intense hydration, making it perfect for thirsty, coarse, or thick hair.
Curly, coily, and tight-textured hair will drink up this protein-rich mask. It helps define your natural pattern while strengthening and moisturizing.
Here are some tips to maximize their benefits:
Whether you decide to try something new and use a mask with every wash (maybe you already do!), or you prefer to save it for a weekly treat, incorporating a hair mask into your routine can work wonders for your hair overall. Healthy hair is happy hair, and a little extra TLC goes a long way.
