Hair care brand Aquis inks retail deal with Ulta Beauty

Set to debut in 1,084 stores across the US, the brand’s hair towels and turbans are designed to protect hair from ‘water fatigue’ and signs of damage

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Hair towel brand Aquis has inked a retail deal with Ulta Beauty.

The brand’s hair towels and turbans (from US$30) are designed with aquitex, a proprietary technology with ultra-fine wicking channels, which are said to absorb water quickly from hair.

By doing this the products help protect hair from ‘water fatigue’, causing frizz and other signs of damage.

Founder Britta Cox said: “We are thrilled to partner with Ulta Beauty – a retailer who is committed to providing customers with a complete beauty experience.

“We see this partnership as an integral part of our mission to educate and influence better hair care habits by offering attainable solutions to having healthy, stronger hair with Aquis.”

Cox created the brand after she visited experts in Japan who invented moisture-wicking fabric and decided to develop a brand of towels using the same technology.