Hind Sebti, co-founder of Glaze, introduces the brand’s approach to effortless colour, care and shine.
What was the original unmet need that led to the creation of Glaze Hair?
Glaze began with a professional observation and a consumer frustration. In our previous corporate roles at major beauty companies, my co-founder Michel and I spotted a gap in the hair colour category we were both very familiar with. Unlike skincare and make-up, it was a category that remained old fashioned, space hungry and had low shopability and appeal to Millennial and Gen Z consumers with its walls of outdated box hair colour, a messy mixing process and a lack of overall innovation.
This insight was matched with younger consumers who are passionate about hybrid skincare and make-up and disengaged from a category that didn’t meet their beauty standards – they want effortless use, great shine and clarity about ingredients.
We thought, what if we created tinted moisturisers for hair? An effortless boost of shine, care and colour in a hair-loving formula with fuss-free, iconic packaging. That’s how Glaze was born.
Supergloss is described as like a tinted moisturiser for the hair. What does this comparison mean in practical terms for the consumer, and how does Supergloss differ from traditional at-home hair colour?
Supergloss was Glaze’s first launch into the hair colour category because we wanted to enter with a product that brought a fresh-out-of-the-salon boost.
We took inspiration from both the face care market trend of hybrid products that give multiple benefits in one and the beloved salon ‘glossing’ service. This led to the birth of Supergloss a.k.a. the tinted moisturiser for glossy, effortless hair colour. It’s effortless, works with what you have and is super easy to use. In one step, a deliciously scented squeeze refreshes tone, boosts natural-looking colour and adds mirror-like shine while deeply conditioning the hair in 10 minutes.
For us a simple boost of shine and colour is also a boost of effortless confidence and it’s easy to use on both wet and dry hair with each bottle providing four uses and the semi-permanent colour lasting for up to 10 washes.
Unlike an at-home colour experience built around mixing and a dramatic permanent change, Supergloss offers a flexible colour refresh that can be revisited whenever the hair begins to lose its lustre. There are colour glosses for enhancing natural colour, toning glosses for refreshing salon colour and Sheer Glow for shine without colour.
The collection now includes 14 Supergloss shades. How were the colours developed and how do you help consumers select the right shade for them?
The range includes options for red, brunette, blonde and highlighted hair, alongside Sheer Glow for colourless luminosity.
It was developed in close collaboration with hair colour specialist and London salon owner Antony Rawlings to ensure it serves the different colour families. He also helps translate in-salon colour expertise into at home guidance.
Consumers should select according to their current hair colour, treatment history and desired result. The distinction between colour glosses, toning glosses and clear gloss is important, as is the guidance for bleached hair. Pearl Blonde, Vanilla Lights and Caramel Lights are identified as bleach-safe, while several deeper shades are unsuitable for bleached or chemically lightened hair.
The terms ‘clean’ and ‘toxin-free’ can mean different things across the beauty industry. How does Glaze define its formulation standards and which ingredients does the brand exclude?
We believe specificity is more useful than relying on a broad or undefined clean-beauty label. Glaze formulates without ammonia, PPDs, SLES and phthalates. Supergloss is also described as free from parabens and silicone. These choices reflect a considered formulation brief for consumers who pay close attention to ingredients but still expect visible colour, softness and shine. Supergloss is vegan and cruelty-free, and its circular bottle comes in recyclable packaging.
Our approach is not about creating fear around cosmetic ingredients. It is about being transparent regarding the exclusions we have chosen. Anyone with any hair sensitivity or medical conditions should always consult with their doctor before using any product.
How do GlaziPlex and QuadBond Technology work, and what cosmetic benefits can consumers expect from them?
GlaziPlex is a complex of intensive conditioners and glossifying treatments designed to support the softness, care and signature shine associated with Glaze. In Supergloss, it works alongside naturally derived babassu oil to leave the hair feeling lightweight and conditioned.
QuadBond Technology is used in the Super Bond Repair Treatment, which addresses damage associated with chemical processing, colour, heat and physical stress. It is presented as building four types of bonds and working in four minutes, with the claim of hair that is twice as strong and healthier-looking. The treatment also combines hyaluronic acid, sodium PCA and glycerin for hydration, with hydrogenated castor oil and babassu oil for conditioning. Consumers should expect cosmetic improvements in strength, softness, smoothness and shine rather than a permanent or medical repair claim.
How do Supergloss, GlaziPlex bond care and MirrorGlaze work together within the Glaze routine, and how should consumers choose the best products for their hair’s needs?
The routine is designed to be flexible rather than prescriptive. Glazi
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