A message from Jared about MINDSET:
For the first time in my career, I went snooping on how other brands made their products. That’s how hard MINDSET was to create.
Our little indie has a new hairspray called MINDSET, and it was by far the most difficult formulation I have ever made. A hairspray needs to dry fast, have a nice flexible hold, and not flake. We also threw in a heat protectant tested up to 446°F. That’s a lot going on for a natural spray.
To be fair, if we wanted to use the industry-standard petro-gross ingredients, it would have been easy. Grab some petrochemically derived propellants, butane (lighter fluid), and propane (yep, the grill kind), then throw in some acrylates copolymers (plastic) for hold and a silicone (synthetic polymer) for heat protection.
But here’s the thing: we are CULT+KING, and we don’t, and won’t, use that junk.
So I looked around to see how the natural ones were made. There wasn’t one. Not one, and I was on page 10 of Google. The only high-performance natural hairsprays have been the ones that we created. That’s because the ingredients behind quick-drying, flexible-hold, non-flaking natural hairspray notoriously don’t play well together.
But we keep it real at C+K. Iteration after iteration failed to live up to what a killer hairspray should be. I can’t even remember how many versions I made. Then, after trying (seriously) EVERY natural polymer available to us cosmetic chemists, we struck gold with a mix that not only worked but was incredible.
And then we found something we thought was gone forever.
Our old purple Ayurvedic natural powder, heartbreakingly discontinued when we retired the original Purple SETSPRAY. So we used purple SETSPRAY as the ideal, and I dare say, if you loved the purple SETSPRAY, you’re gonna love this. The SET in MINDSET is no coincidence. To be honest, I think it performs a little better in terms of flexible hold, volume, and smoothness. You’ll have to let us know.
There’s a new “magic” mushroom ingredient in here, too, with incredible heat and humidity protection for an all-natural ingredient. In studies, it performed as well as or better than the gold-standard synthetic silicones. There’s also hyaluronic acid and fructose to keep hair moisturized, because heat tools can take a toll. Oh, and it speeds up drying time. Amazing, right?!
Use it three ways: as a flexible, long-lasting hairspray and finisher; as a pre-blow-dry or diffuse spray for heat protection; and on dry hair before hot tools, with heat protection tested up to 446°F. Honestly, that’s way too hot anyway. Turn down your hot tools.
And yes, it has that long-lost purple SETSPRAY colorant, made in underground kilns in India and full to the brim with herbs across the Ayurvedic spectrum.
It was a hard road, but the most rewarding one. We’re so proud to have created what we believe is the cleanest hairspray on the market. It’s packed with curated natural ingredients and works just as well as, and in some cases better than, the dirty stuff.
Natural and clean isn’t a compromise, for us, it’s a MINDSET.
Welcome MINDSET to the C+K lineup.
Because we’re hair nerds, here are some stats on our “magic” Polyporus umbellatus mushroom heat protectant. We stand in awe of nature’s power. This is pretty impressive stuff for something that grows from the forest floor:
- About 20% less protein loss after flat ironing at 446°F compared to a placebo, putting it on par with silicones.
- Matched or slightly beat two common silicones at protecting keratin from heat breakdown.
- 51% straighter after just one flat iron pass vs. placebo. Fewer passes means less heat on your hair.
- 42% straighter after 24 hours at 70% humidity compared to a common silicone (dimethicone).
- 30% better volume control vs. placebo in a sensory panel.
- Less fiber swelling from moisture than both placebo and amodimethicone. That’s the humidity shield.
P.S. Curling Iron friends, this one’s for you too. MINDSET has a film former, so it protects the same way whether you’re straightening or curling with hot tools. I ran a lot of curl tests, and the results matched the studies: smoother, more protected, and ready for humidity.
Thanks for your support. Let us know what you think.
Jared
INGREDIENTS (Most to Least):
Water (Aqua)
Alcohol Denat.
Heptyl Glucoside
Corn Starch Modified
Polyporus umbellatus (Mushroom) Extract
Sodium Hyaluronate
Fructose
Pentylene Glycol
Vegetable Glycerin
Sodium Citrate
Juniperus virginiana (Eastern Redcedar) Oil
Citrus limon (Lemon) Peel Extract
Citrus paradisi (Grapefruit) Peel Oil
Citrus reticulata (Tangerine) Peel Oil
Cymbopogon martini (Palmarosa) Oil
Citrus aurantium bergamia (Bergamot) Peel Oil
Litsea Cubeba (May Chang) Fruit Oil
Citrus reticulata (Tangerine) Peel Extract
Zingiber officinale (Ginger) Root Extract
Phenethyl Alcohol
Pelargonium graveolens (Rose Geranium) Flower Oil
Amyris balsamifera (Balsam Torchwood) Bark Oil
Cistus ladaniferus (Gum Rock Rose) Leaf/Stem Extract
Citrus reticulata (Tangerine) Leaf Oil
Elettaria cardamomum (Cardamom) Seed Oil
Eucalyptus globulus (Eucalyptus) Leaf Oil
Eugenia caryophyllus (Clove) Bud Oil
Rosa damascena (Damask Rose) Flower Extract
Schinus molle (Peruvian Peppertree) Extract
Triethyl Citrate
Citral
Tromethamine
Lactic Acid
Melia azadirachta (Neem) Leaf Extract
Melia azadirachta (Neem) Flower Extract
Corallina officinalis (Seaweed) Extract
Coccinia indica (Ivy Gourd) Fruit Extract
Solanum melongena (Eggplant) Fruit Extract
Aloe barbadensis (Aloe) Flower Extract
Ocimum sanctum (Tulsi) Leaf Extract
Curcuma longa (Turmeric) Root Extract
Ocimum basilicum (Basil) Flower/Leaf Extract
We strive to keep these lists as up-to-date and accurate as possible, however ingredients are subject to change over time. For the most up-to-date listing of ingredients in each product, please refer to product packaging.
C+K ref #: -7781H
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