We Tried It: A Shampoo That Promises To Cut Your Drying Time In Half
"I have waist-length hair that is very thick, somewhat wavy, and there's a lot of it! It will seriously take my hair two hours to air dry and I normally use golf-ball size dollops of conditioner. For the It Factor products, they recommended using a quarter-size amount for the shampoo and conditioner. The first time I used the products, I went ahead and did my usual air dry routine and did not see any difference. While I did love the shampoo and appreciated that I didn't need to drown my hair in conditioner, I didn't love how my hair felt once it was fully dried. It felt like there was a residue on my hair, and I'm sure there's probably something that needs to be activated by heat, though my attempts to nerd out by analyzing the ingredients were less than fruitful.
So, for round two, I went ahead and did something I only do maybe four times a year: I busted out my hair dryer. And the results were definitely miraculous — I couldn't believe how quickly my hair dried once I used the hair dryer. As a bonus, the texture didn't feel too dried out after the fact, which is the number one reason I don't like to blow dry my hair — well, that and the fact that I'm lazy. It takes me about 20-30 minutes to blow dry my hair normally (longer if I want it stick straight), but with the It Factor products it took me 10 minutes. Sold! Now, I'd actually consider maybe blow drying my like eight times a year instead of my usual quarterly blow out."
It Factor Shampoo and Conditioner for Medium to Thick Hair, $22.50 each, It Factor for salon locations.
Photographed by Erin Yamagata