Celebrity stylist Chaz Dean presents WEN®.
What sets WEN® apart from the rest is its cleansing conditioner, a single-step process that cleanses and conditions the hair simultaneously. The cleansers are made with natural ingredients, and contain no sodium laurel sulfate or other damaging detergents found in some shampoos. WEN® doesn’t lather; rather, it creates smooth foam when mixed with water.
So dedicated is Dean to the belief that some shampoos can be harmful to hair that he has not used ordinary shampoo on himself or his clients in 14 years. Though it’s a tough sell the first time he tells a client he will clean his or her hair with conditioner, Dean says they quickly understand. “Everyone thought I was having an early midlife crisis when I stopped using regular shampoo,” he says with a laugh. “But it’s funny, the most reluctant clients become the most loyal and dedicated.”
The concept of not using regular shampoo is something Dean began to implement in 1993, he explains. “I have been a hairstylist/colourist since 1985 and began to develop products for other hair companies in 1986. Seeing the results of clients using shampoo, I knew something had to change.”
At that point, Dean started to explore his concept of cleansing without the use of detergents or harsh chemicals. Instead, he began cleansing with astringent and antibacterial properties that don’t lather or strip the hair, and the result was added sheen, luster, moisture and strength in the hair.
The WEN® system officially launched in November 2001 after five years of work and testing. “First I tested it on myself, then on the stylists, then on clients,” he says. “I wanted to perfect it.”
And how did the name “WEN” come about? “In addition to it sounding like ‘Zen,’ the system is a completely reverse way of looking at cleansing the hair,” he says. Thus, “WEN” is “NEW” spelled backwards.
