By Wing Sze Tang
Ruth Crilly knows her way around the beauty aisle—she writes reviews for her nearly five-year-old blog, A Model Recommends, and for The Telegraph—yet she claims to struggle with how to expertly use many hair products. “I’m quite low maintenance so I can’t be bothered with things that take a long time,” says Crilly, hence her affinity for dry shampoo. She was approached by product formulators to lend her insights for Colab—which is just landing in Canada—and she in turn recommended bringing other industry insiders like celeb hairstylist Gow Tanaka and makeup artists/bloggers Sam and Nic Chapman (a.k.a. Pixiwoo) into the mix. Their collaborative effort led to what she calls a totally different—and truly invisible—dry shampoo.
Instead of using large starch particles that crumble when sprayed, Colab is made with an extremely fine starch that diffuses in a new way, so it doesn’t leave a white halo. For something Crilly deems revolutionary, it sounds rather practical. “I’m not sure people want to do these avant-garde hairstyles you see in ads. They just want their hair to look all right,” she says, laughing. “I suppose it would be quite underwhelming if it was marketed that way: it makes your hair all right and gets you through the day and it’s easy to use.”
This article was originally published in the Spring 2015 issue of Cosmetics magazine. For more, download our iPad edition.