CINCINNATI — Herbal Essences is blooming into new realms by launching the new Rose Hips Twist & Bloom Collection, a three-step frizz-care regimen that brings the brand’s iconic Rose Hips fragrance to treatments for the first time. The collection launches with its hero innovation, the Twist & Bloom Smoothing Mask, the first blooming rinse-off hair mask from Herbal Essences that leaves hair petal-soft in just two minutes, available now at Amazon, Walmart.com and TikTok Shop. Additional products in the regimen, including the Silk Mist Smoothing Detangler and Satin Oil Smoothing Sealer, will follow.
Scent has always been at the heart of Herbal Essences, and Rose Hips has long been the brand’s No. 1 best-selling shampoo fragrance. Now, that signature fragrance lives in frizz-fighting treatments designed for use both in and out of the shower, bringing the dreamy Rose Hips experience to every step of your routine.
More than a frizz-care collection, Twist & Bloom turns a daily haircare routine into a sensory reset that extends beyond the shower. From the iconic fragrance to the blooming product reveal and the petal-soft results, each step is designed to boost your mood and bring a little indulgence to the everyday.
Formulated with enchanting Rose Hips and jojoba oil, the collection targets frizz while deeply conditioning, leaving hair smooth and frizz resistant for up to 100 hours*.
The Twist & Bloom Collection
The Twist & Bloom lineup features three frizz-fighting essentials:
- Twist & Bloom Smoothing Mask ($9.99*): The first blooming rinse-off hair mask from Herbal Essences. Its innovative twist-to-bloom design creates a unique dispensing experience while helping consumers dispense the right amount of product every time. Two clicks release enough product to form a full rose, and a single swipe is the ideal dose for medium-length hair. Deeply conditions in just two minutes, helping lock in moisture for softer, smoother strands and lasting frizz control.
- Silk Mist Smoothing Detangler ($9.99*): A weightless leave-in conditioning mist that hydrates without weighing hair down and delivers 2x less frizz. Its unique squeeze dispenser releases a bloom of silk-like conditioner that applies evenly throughout hair to help reduce frizz until the next wash.
- Satin Oil Smoothing Sealer ($9.99*): A lightweight finishing hair oil that delivers shine and frizz control even in high humidity. Its non-sticky texture gives up to 72 hours of satin-smooth hair, making it the perfect finishing touch for styling.
The Twist & Bloom Smoothing Mask is available on Amazon, Walmart.com and TikTok Shop. The Twist & Bloom Silk Mist Smoothing Detangler and the Twist & Bloom Satin Oil Smoothing Sealer to follow.
For the ultimate uplifting floral ritual, start with Rose Hips Shampoo and Conditioner for petal-smooth hair, adding the Twist & Bloom Deep Conditioning Mask weekly for deep nourishment. Style effortlessly with the Silk Mist Detangler and Satin Oil, then layer on the Rose Hips Fragrance Mist as needed for an all-day, long-lasting scent.
For more information, visit HerbalEssences.com and follow @herbalessences on social media.
