Beauty products found in supermarkets typically get a bad rap.
But ever since the world spontaneously combusted when that little thing called a global pandemic happened our essential grocery stores have been some of the only places we can easily pick up our skin and hair basics.
As a result, demand for more beauty products at the supermarket has increased over the last 18 months, particularly in the hair care department.
Coles data reveals customers want access to professional “salon experience” items such as hair colours and toners and high quality shampoos and conditioners.
In response, the supermarket giant has launched Zena, a luxury range of haircare products made with scientifically backed, cruelty free formulas, at those affordable prices you’d expect from a grocery store.
“Our customers are shopping in the beauty aisle more than ever before, with the category seeing substantial growth over the past 18 months. Customers are also telling us they want more Australian-made, premium and natural products that actually work but won’t break the bank,” Jonathan Torr, Coles’ general manager for non-food, told news.com.au’s The Beauty Diary.
The range targets various hair care concerns, offering products to repair, add volume or smooth tresses, with all products priced at $20.
Everything is also Australian made, paraben, sulfate and cruelty free and comes in sleek, 100 per cent recyclable packaging.
“Our team worked hard to bring our customers a product that emulates leading premium brands found at specialty stores and salons, with functional ingredients such as keratin, silk amino acids, hydrolysed quinoa and rice protein scientifically proven to support hair health without the hefty price tag,” Jonathan added.
Since the products launched into Coles stores in the last few weeks, the “smooth” range is so far the supermarket’s bestseller – with insights revealing customers have been “trading up” to Zena from well-known budget supermarket brands such as Monday and Pantene.
But do the Zena products live up to the claims?
I decided to put the “repair range” to the test as my hair hasn’t been near a salon in months and in need of some love.
The shampoo and repair conditioner are made with keratin and quinoa as the core ingredients to nourish and protect, dry, damaged, or stressed hair.
Keratin is a protein made by our bodies and is widely added to haircare products to give hair a smooth, shiny finish while the amino acid from quinoa is proven to strengthen and hydrate.
After squeezing the product into my hand, I gave it a sniff because there’s nothing worse than an over fragranced beauty product or a smell you don’t like. Thankfully, it was neither.
It had a soft cocoa butter aroma which I found really relaxing.
The shampoo lathered really beautifully without needing an excessive amount of product, while I found the conditioner went a long way with a small amount.
Both rinses easily and once my hair was dry, left it with a lovely squeaky clean finish and a soft bounce.
My ends (which are in serious need of a chop) had been soothed and were less frizzy and dry to touch.
I haven’t tried the “Volume” or “Smooth” ranges – but I gave them both a good whiff when I was doing my shopping and their scents are both lovely and gentle on the nose too.
The Volume products, which contain amaranth seed extract, hydrolysed jojoba ester and hydrolysed rice protein to increase bounce and strength, smells coconut-y to me.
While the Smooth items, which contain hydrolysed hemp seed extract, silk amino acids and hydrolysed baobab seed extract to leave hair sleek and moisturised, has a more citrusy scent.
These products are such a delight to use and while nothing ever truly beats that “just stepped out of the salon” feeling, I loved how amazing the made my hair feel.
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Some cheap hair products can leave my hair weighed down and greasy, but these had such a luxury feeling. If you’re looking for something affordable that actually works, these are a great option.
This column is not advertorial content. Every review is independent, honest and ad free.
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