UNDONE was created to respond to the needs of women today: women who want natural looking hair and do not wish to look as if they have just visited the hairdressers but instead, have just stepped off an editorial shoot.
Several years in the making, George Northwood has been privy to the most authentic, organic focus group: exacting beauty editors as well as Alexa Chung, Rosie Huntington Whiteley, Alicia Vikander, Julianne Moore and Rachel Weisz.
As such, UNDONE not only capitalises on George Northwood’s unrivalled instinct for what women need from a product range but also, what women want for their hair.
Says George Northwood: “The range is called Undone, because this reflects my signature style, but I also wanted to “undo” the maze of hair. Over the years I have tried every hair product on the market. I was committed to ensuring that my range is formulated with the very best quality ingredients and I have worked hard to ensure my formulations are efficacious and able to challenge the very best products that are currently on the market”.
UNDONE is easily shoppable, with straightforward advice, no confusing jargon and guidance for specific hair concerns: UNDIRTY for your everyday cleanse, UNPARCHED is dry hair’s best friend, UNDAMAGED will restore and repair damage and UNPOLLUTED will strip hair of unwanted build up and protect against pollution.
The collection comprises 20 products and consistent with George Northwood’s commitment to sustainability, the full range is made from vegan formulations, no sulphates and packaging which can be recycled – all of it.
“I wanted to bring the UNDONE ethos to everyone across the UK and that’s why we have partnered with Boots to launch – I always wanted the price point to be accessible: the range starts at £12.00”.