The Curls and Smooth Keratin Methods: With these two new products, the brand is expanding its lineup and aims to cater to a wide range of hair textures, from curly and frizzy hair to straight hair.
Fructis is expanding its product lineup in Mauritius. The brand, distributed locally by BrandActiv, unveiled two new hair care lines on October 8 in Edith, Port Louis: Méthode Boucles and Kératine Lisse. These two offerings address different needs but are part of the same trend in the beauty market: a more personalized approach to hair care that takes into account the hair’s natural characteristics rather than trying to make it conform to a single standard.
The first, the Curl Method, is designed for wavy, curly, very curly, and coily hair. It’s based on a four-step routine—cleanse, moisturize, style, and maintain—tailored to different hair textures. Because of its shape, curly hair doesn’t distribute sebum as easily along its entire length and can therefore be more prone to dryness and frizz. To address this, the formulas feature the Hyaluronic Moisture Complex, which combines biotechnologically derived hyaluronic acid and glycerin, as well as shea butter in certain products.
The second new product, Kératine Lisse, is designed for those seeking a smooth, shiny finish. Built around three steps—wash, treat, and style—the line includes, among other products, a Shine-Enhancing Smoothing Spray. Its formula combines plant-based keratin derived from biotechnology with natural argan oil. It is designed to smooth the hair’s surface, reduce frizz, and maintain a shiny finish for longer, even in humid conditions.
These two launches resonate particularly strongly in Mauritius, where diverse hair textures coexist with the challenges of a hot, humid climate. They also reflect changing expectations, particularly among Millennials and Gen Z, who are more attentive to their hair’s natural characteristics, ingredients, and hair care products tailored to their needs. The challenge is no longer to conform to a single ideal hair type, but to have solutions that cater to different ways of styling one’s hair.
