A new name is turning up the volume in professional haircare this July, as Decibel Haircare makes its UK debut with what it describes as the world’s first professional hair-volumising service.
Founded by award-winning hairdresser Jonelle Sampson and operated alongside her husband, industry veteran Michael Sampson, Decibel brings together science, sound and self-expression in a range designed to make hair look and feel fuller without weighing it down.
Volume From the Inside Out
At the heart of the launch is Decibel’s exclusive 140dB Complex, which features across four products: a professional in-salon treatment, an at-home treatment, shampoo and conditioner.
Rather than simply coating the outside of the hair with cosmetic polymers, the brand says its technology works within the internal structure of each strand. The aim is to increase visible thickness and volume while keeping hair soft, lightweight and free from unwanted build-up.
According to Decibel, results can include an immediate increase in hair thickness and volume of up to 74%, with the effects lasting for more than 20 washes. The formula is also designed to help improve drying time, detangle and protect the hair.
The full range is colour-safe and vegan.
Created Behind the Chair
The idea came directly from Jonelle’s conversations with clients.
“As a hairdresser, the most common request I get is for more. More volume, more hair, a more youthful look regardless of hair type or age. I would get asked if there was an in- salon service that could do such a thing. It didn’t exist so I created it. I wanted to focus on the hair people have, not what they don’t. I saw the opportunity where there are category owners and players in every salon service available but one … volume. Some call it whitespace; I just listened. Creating this world’s first with an innovative format addressing a global concern for so many became obvious.”
Jonelle added, “Developing the technology with our chemist, I took inspiration from hair colour delivery systems proven to penetrate hair. We constructed our 140dB™ Complex to have a technologically advanced result we call Hair Hypertrophy. We coupled the innovation with a brand so dedicated to volume and the Decibel™ name, that we have collaborations with multiple musical outlets including global production studios for custom sounds and tracks, vinyl manufacturing for merchandising, and musicians to further our devotion to volume, to big hair, big sound and energetic expression”
We love the playful concept!
The Decibel Range
- Hypertrophy Professional Treatment, 20oz
- Hypertrophy Treatment, 8oz
- Decibel Shampoo, 10oz
- Decibel Shampoo, 1000ml
- Decibel Conditioner, 10oz
- Decibel Conditioner, 1000ml
Decibel Haircare launches in the UK this July through Sweet Squared.
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