So now that we've covered its history, what the heck actually is Elasticizer and what are the key ingredients that enable it to work its magic?
First up, the star of the show is hydrolyzed elastin. This is a protein that penetrates your hair shaft to increase elasticity (hence the name of the product). This is what will give your hair that lovely stretch and strength, meaning fewer breakages.
Castor oil, olive oil and glycerin are the other three ingredients. Individually, they're all amazing at locking in moisture, boosting shine and helping your hair to retain hydration, but together, they're something of a haircare dream team.