BB Cream For Your Hair? Pantene Rolls Out An All-In-One Hair Savior

2011 saw the inception of BB creams — the one-step moisturizer, primer, brightener, foundation, and SPF — and last year, CC and even DD creams have parlayed their way onto the market. Next up in the alphabet beauty craze? BB cream. For your hair.

While we love anything that promises to shave off a few minutes in front of the mirror in the morning (or, even better, extend the life of our hair cut!), so far, only prestige brands like Keratin and CreAttiva have rolled out their own spendy formulas. This time, Pantene is making a play for the masses with its newest debut, Pantene Pro-V Ultimate 10 BB Crème, out in February.

At first, the elixir sounds like a glorified leave-in-conditioner. However, the beauty balm not only promises to deliver everything from heat protection and frizz control, but it also offers reparative conditioning to rough hair, building strength and shine — all in one step. What we’re really loving, though, is the price: the 10-in-one hair care hybrid retails for $6.29. If it can make good on its promises (a.k.a. give our thirsty, dry strands some body and shine while protecting it from the curling iron), we're in.