SheaMoisture creates new hair straightening collection

AMITYVILLE, N.Y. — SheaMoisture is expanding its portfolio with the new Tahitian Noni & Monoi hair straightening collection, which offers users the freedom to wear straight or curly hair styles.



The protein-based treatment products promise to smooth, soften and control frizz, leaving textured hair more manageable for up to four weeks.

"Our community spoke to us about wanting the flexibility to switch up their styles without harming their beloved curls, and we listened," stated SheaMoisture founder and CEO Richelieu Dennis. "Hair is an amazing form of self-expression, and every woman has the right to define beautiful for herself. Our smoothing system puts the power of hair flexibility directly in their hands, while actually repairing and strengthening strands."



The collection includes:

• Tahitian Noni & Monoi Smooth & Repair Straightening System – Straightens without permanently altering hair's texture, while controlling frizz. Contains everything needed for versatile styling, including Smooth & Repair Conditioning Shampoo, Smooth & Repair Hair Straightening Treatment, Smooth & Repair Rinse-Out Conditioner and Smooth & Repair Hair & Scalp Weekly Treatment. The suggested retail price is $19.99;


• Tahitian Noni & Monoi Smooth & Repair Conditioning Shampoo – Sulfate-free shampoo contains strengthening and active straightening ingredients that help smooth frayed, uneven texture, while taming flyway hair. The suggested retail price is $9.99;


• Tahitian Noni & Monoi Smooth & Repair Rinse-Out Conditioner – Daily rinse-out conditioner hydrates and detangles, while fortifying hair against heat styling.  Active straightening ingredients aid in smoothing rough textures and eliminating frizz. The suggested retail price is $9.99.


• Tahitian Noni & Monoi Smooth & Repair High Shine Glosser – Lightweight moisturizing oil treatment controls frizz for a sleek, high shine finish, without silicone. The suggested retail price is $9.99.


• Tahitian Noni & Monoi Smooth & Repair Nourishing Hair Masque – Deep conditioning treatment infuses hair with moisture, while strengthening and repairing hair. Helps smooth hair cuticle, while managing frizz. The suggested retail price is $12.99.


• Tahitian Noni & Monoi Smooth & Repair Hair Scalp Weekly Treatment – This weekly treatment soothes, hydrates and provides antioxidant benefits to the scalp, while promoting hair renewal and growth. The suggested retail price is $9.99.

SheaMoisture's Tahitian Noni & Monoi products are available at select Target stores nationwide.