'iluvia', a new-age brand that’s redefining the industry with path-breaking innovations

Have you ever wondered what are those white, scaly deposits on your showerheads and faucets? Or, what are those stains that refuse to leave your bathroom floor and walls? Have you ever thought why, even after shampooing, cleansing, and rinsing thoroughly, your hair continues to feel unclean and greasy? Well, there’s one plausible answer to all of this—HARD WATER! 

Hard water is water that has high mineral content as opposed to soft water. Hard water is formed when water percolates into the earth through layers of rocks composed of calcium and magnesium minerals and salts (carbonates, bicarbonates & sulfates). Today, over 70 per cent of India receives hard water and it’s a percentage that continues to grow due to unplanned urbanization and pressure on groundwater supplies. The reality is that water quality is changing rapidly and the more we grow, this concern is most likely to cultivate as well. 

Hard water affects daily life in many ways, and disrupting the pH balance of your scalp and affecting the quality of your hair adversely is probably where these effects can most starkly be seen. The positively charged metal ion and salt deposits present in hard water stick to the negatively charged surface of the hair which in turn makes it heavy, sticky, flat, and damaged. Long-term use of this can also cause flaking of the scalp, hair loss, and breakage. The more damaged the hair, the more potential for charge accumulation on its surface, and this vicious cycle of deposits and damage continues. 

So, what’s the solution? Regular shampoos and cleansers are ineffective at removing metal-ion deposits from hair and scalp. What is required are chelating agents to remove these harmful deposits. Enter iluvia! Co-founded by Palash Pandey and Nishant Gupta, iluvia is a new-age, self-care brand that is changing the industry with its product-driven innovation and technology. Leading with its haircare portfolio, iluvia stands on three pillars: honesty, innovation, and science-backed research.

During their time at Vellore Institute of Technology (VIT), India, the co-founders noticed a lot of issues with the water received there. In fact, a lot of students who had relocated to Vellore from different parts of India were starting to complain about the water and how it was affecting them with concerns like hair fall, thinning, and premature greying. Upon deep-diving into this, it was realised that the water in Vellore was extremely hard, a problem that extended beyond that geography to multiple parts of the world even.
 
As a result, consumers needed a solution that would help them reverse the damaging effects caused by hard water on their hair and scalp. Thus, iluvia was born, with the launch of its flagship product—India’s first hard water shampoo. Developed from the ground up, it reverses hard water damage on hair & scalp while enhancing volume.

iluvia develops holistic solutions for growing concerns faced by consumers, thus making iluvia a brand that is not only relevant in today’s times but also one that fills huge need gaps in the industry. The brand’s hard water range comprises the Hard Water Shampoo, the Squalene Restorative Conditioner and the Intensive Hair Care Serum. This range of scientific formulations takes on issues caused by the hard water problem while ensuring high customer satisfaction. First in this system is the Hard Water Shampoo which is designed to gently but effectively remove metal ion deposits from hair and scalp with the help of naturally-derived chelating agents and advanced water-soluble silicones that do not weigh hair down. The second is the Squalene Restorative Conditioner. Unlike other conditioners, iluvia’s Squalene Restoration Conditioner uses plant-derived Olive Squalene to improve the elasticity and strength of hair. Last but not least is the Intensive Hair Care Serum. Incorporating three rare, precious oils (Pure Argan Oil, Olive Squalene Oil & Baobab Seed Oil), this serum is lightweight, non-sticky, and made to impart shine and manageability—a perfect finish to the haircare routine. 

iluvia Complete Professional System for hard water care. L-R: Hard Water Shampoo, Squalene Restorative Conditioner and Intensive Hair Care Serum

When it comes to revolutionary products in the haircare category, iluvia’s innovation doesn’t just stop at the hard water range. Their portfolio also includes a hydrophobic Hair Repair Mask that repels excess moisture while protecting hair from humidity. Despite what we hear so regularly, it is true that moisture is not good for hair. In fact, hair is at its weakest when it is wet. Moreover, where high humidity is present in the environment—the hair structure swells up resulting in brittleness, frizz, and breakage. iluvia’s Hair Repair Mask uses biomimetic technology and breakthrough ingredients that restore the hair's natural hydrophobicity, protecting it from frizz-causing moisture and humidity.
 
The brand also recently launched its all-new Repair Reviver System—a complete range designed especially for wavy, curly, and coily hair. With curl-care routines being extremely time-consuming with a lot of pre and post-shower steps, this new range helps attain naked, natural curls with just 3 products! What’s more, unlike curls set with styling products which can feel sticky and heavy, naked curls are extremely soft and natural to the touch. You are bound to fall in love with how gorgeous your hair feels!

To promote curl retention, naturally present hydrogen & salt bonds need to be stabilised, while simultaneously affecting the melting point of fatty acids in the hair for improved flexibility, fluidity and shape retention. The Repair Reviver Shampoo & Mask contains amino acids from rice water and Tomato bio-ferments which stabilise the natural hydrogen and salt bonds and provides gentle cleansing for wavy, curly, and coily hair while retaining and enhancing its natural texture.

All-new iluvia Repair Reviver Duo. L-R: Repair Reviver Shampoo & Repair Reviver Mask

When it comes to the future, it sure is very exciting for the brand. iluvia is currently present across key marketplaces and in over 1800 salons in India across 70+ cities, as the brand continues to grow. Innovation and R&D remain as important as ever with some exciting new launches coming soon in the haircare category.