Sorbet Drybar on track to becoming an all-inclusive brand through mutual partnerships

Hello Confidence. Hello Power. Hello Radiant Hair. This was the overall vibe and ambience as Sorbet Drybar joined forces with three proudly South African professional haircare brands for its inaugural ‘Hair Day Sorbet’ event.

Held early this month at the Sorbet head office in Rivonia, Sandton, educators from Biosense, Olaplex and Moroccanoil unpacked their fascinating brand stories and new product innovations, along with step-by-step routines for fabulous and radiant hair.

After healthy, crunchy morning snacks and a few pleasantries with host partners, guests from key media houses, influencers, bloggers and celebrities who braved the chilly weather for a day of fun and hair grooming inspiration were treated to the newly introduced Biosense Cryotherapy, an innovative hair rejuvenation treatment derived from the science of Cryogenics.

Often used as a treatment recovery from sports injuries or sore muscles, this new revolutionary treatment stimulates hair growth through increased blood circulation to the hair follicle. 

Hair Day Sorbet: latest product innovations 

Cognisant of how everyday washing, blow-drying, ironing and colouring can take its toll on our hair during season changes, we were taken on an interactive educational journey, showcasing advanced hair treatments offered by Biosense.

Two new product innovations were officially unveiled on the day; starting with the Biosense Anti-aging range, which comes in a 30ml shampoo and masque variants. This new line is enriched with Rooibos, which contains vital minerals including Calcium, Magnesium, Iron & Zinc, high levels of Vitamic C, and powerful antioxidants to aid damaged and stressed hair. 

The Biosense Rejuvenate range which comes in threes – shampoo, conditioner and masque – contains Hemp, Seed Extract and 18 Amino Acids Complex (Keraveg), as well UV filter and the trademarked MiruStyle X-HP (MiruStyle™) to repair reduce the damaging effects of thermal styling tools.

We were also officially introduced to another remarkably innovative, premium hair product range from Olaplex for home use. Described by ELLE magazine as “the miracle revolution the hair industry has been waiting for”, Olaplex is one of the largest independent hair care brands in the world with over 100 worldwide patents.

Credited with paving the way for a completely new category of haircare called “bond-building” upon introduction in 2014, the system works to restore damaged and compromised hair by repairing from the inside out with the patented single ingredient, Bis-Aminopropyl Diglycol Dimaleate.

Available in a variety of formulations – from No.0 to No.8 – including shampoos, oil, hair mask and cult favourite, a pre-wash treatment which can be used once or twice a week before washing and conditioning for stronger hair and less breakage.

The educational session culminated with a fascinating history behind Moroccanoil  , which was facilitated by the brand specialist taking guests on the world-famous hair treatment brand’s humble beginnings.

The founding story of Moroccanoil, in particular how co-founder Carmen Tal, a Chilean-American businesswoman who discovered Africa’s ‘liquid gold’ and its nourishing quality while visiting a hair salon in Israel 20 years ago – after a botched hair colour treatment – and took it global is the stuff of beauty legend.

It’s no wonder this multipurpose natural oil product, made from the kernels tree native to Morocco – hence its name – and is extremely rich in Vitamin A & E, essential fatty acids and antioxidants, has become a go-to treatment for South Africans looking to give their dull and damaged hair a guaranteed anti-aging treat which helps the hair heal from the inside. 

In addition to the signature Moroccanoil, used as a styling aid to help detangle, speed up drying time and boost shine, leaving hair smooth, manageable and nourished with each use, the product has evolved to include an entire range; shampoo and conditioners for all hair types.

At the end of the programme, guests received complementary hair care products from the three partner brands, all which were used during their in-salon treatments, along with step-by-step guidance for home use. 

“Sorbet Drybar is part of the Sorbet Group, it’s our main hair portfolio with just have over 20 stores countrywide,” said Candice Thurston, marketing executive for the Sorbet Group, adding that the partnership from the three hair brands – BIOSENSE, OLAPLEX and MOROCCANOIL – is the result of their quest for the best in colour, healthy and radiant looking hair as Sorbet Drybar moves towards becoming a more inclusive salon business.

“When we launched as a blow bar as we called it – a dry bar for just wash and blow – it was as the result of plenty if requests from our guests ‘as we call our clients’ asking for colours and cuts, and that’s when partnered with Biosense, a proudly South African hair brand that looks after all hair types. The brand now has an amazing treatment which is a freezing technique and it’s quite amazing for the scalp,” Thurston said of their evolving partnership with Biosence.

“Olaplex on the other hand is a global phenomenon with a double digits growth. The range works wonders for any type of chemical treatment for your hair and even as a maintenance treatment, it’s simply amazing.”

Thurston added: “Moroccan oil as a brand that we know and all love has been with us from the beginning of the Dry Bar journey more than nine years ago. They’ve always had amazing innovations, starting with the oil which works for all hair needs and types. We proudly chose to partner with all of these brands for their amazing innovations, and broad product offerings which support all hair types – whether its afro texture, curly girls or straight hair. Even though Sorbet Drybar is focusing on cuts and colours, we are driving the brand to be able to do braids, wigs and weaves. Yes it may not be our main focus as a brand, but we want to be an all-inclusive hair salon business, which it’s really the driver of what the brand is about, although still primarily focused on cuts and hair colours.”

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