Styling, protection, scent. In one gesture.
A wax usually comes with one hold and one scent. This one is neutral, with adjustable hold, low, medium or high: you decide. One wax, three pure essences by the drop, or your own fragrance: a different blend every morning. Zero residue, gone with one shampoo.
WE is the house. Elementa is the first product. The ones to come will share the same imprint: a neutral base and actives you dose yourself.
Your hair lives all day long. Care doesn't.
Today everything is split in two: styling on one side, care on the other. And everyday styling leaves something behind: a layer of product build-up that's still there at night, piles onto the next day's and by the end of the week calls for a double wash. To fix it you add another product, then another. Care, meanwhile, keeps getting put off.
We don't choose between styling and care.
A neutral wax that gives shape without leaving the build-up behind: a veil that holds through the day and washes out at night with a normal shampoo. The wax is alcohol-free and doesn't dry hair out. No build-up after a week, no stiff, weighed-down or dull hair. That, to us, is care. The scent, in the same gesture, is yours to choose: three essences, by the drop. Not a minute more.
One neutral wax and three active essences.
The simplest possible base for the newest thing: giving hair its shape and, in the same moment, bringing it the scent you chose. The vials are 5 ml: two drops at a time, so they last a long while.
You decide the hold in your palm.
It is the neutral heart of the system. Unscented, it doesn't compete with the essences: it takes them in and carries them onto the hair. The hold is adjustable, low, medium or high, and you decide it as you work the wax in. It forms a film that keeps the essences on for hours and washes out with a normal shampoo.
To us, care means styling that costs your hair nothing. The wax holds, stays soft to the touch, and tomorrow you start from scratch. Then, if you like, do your mask anyway: we don't replace it.
Three active essences
Active because you activate them: the wax is unscented until you add the drops. Every fragrance has three moments. The top note is the one you smell right away, and the first to fade. The heart note is the body, and it lasts for hours. The base note is the one still there in the evening. Our three essences are one for each moment: Petitgrain the top, Lavender the heart, Atlas Cedar the base. Up to two drops per dose: one essence on its own, or two together. The scent is all theirs. The care is in the wax.
Three bottles, six mornings.
Six examples to start with, not rules. Up to two drops per dose, one essence or two together: as you like. After a few mornings you'll find your own combination.
Seven in the morning, your face in the mirror. Petitgrain opens: it's the first thing you smell, before the coffee.
Training at seven, a shower, and the day starts from there. Fresh and clean in the same dose.
Office or lecture hall, eight hours among other people. A clean scent you notice up close, one that doesn't fill the room.
The interview, the presentation, dinner at the in-laws. The scent that doesn't raise its voice and doesn't disappear.
Dinner out. At first you smell the Petitgrain, fresh and bright; as the hours go by the Cedar stays, warm and woody. Two moments, one dose.
Twelve hours out of the house. The base note doesn't leave: at eight in the evening it's still there, and whoever sits next to you notices it.