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May 20, 2015

The Cult of Beauty Protectors Protect and Detangle

We first introduced Beauty Protector to Birchboxers in February 2013, with high hopes the Protect & Detangle mist would surprise and delight our customers (and their hair). But we never could have predicted the obsession that ensued: Subscribers went full-on fan girl for the leave-in conditioner that makes hair shiny, soft, and tangle-free, consistently describing it with one very powerful word: addictive.

The outpouring of positive reviews (a whopping 130,000 to date) was proof that the red bottle had some trance-like powers. Not that we were totally shockedthe formula is the magical trifecta of hair care, starting with its insane versatility: You can use it en lieu of your in-shower conditioner when youre in a rush. Spritz it into hair in the morning to protect against heat damage pre-blowout. Or wear it at night before sleeping in wet hair to deeply hydrate and soften your strands. Second, the scent is borderline intoxicatingsome fans describe it like pink sugar, others freshly baked cookies. And finally, its easy-on-the-wallet price means you can spritz with abandon.

But you dont have to tell that to the people who started buying it in bulk after sampling (true story). The response was so passionate, we introduced other Beauty Protector products to our shop, including the shampoo, conditioner, and mask that customers say offer the same utility and sweet scent that Protect & Detangle hooked them with. But the obsession for the original doesn't seem to be going anywhereand that's one addiction we can fully support.


Lauren Smith