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Some brands don’t just follow trends – they start them. And that’s exactly what ANSWR has done.
The haircare brand known for its viral at-home keratin treatment, founded by Georgiana Grudinschi in 2019, had one simple mission: to bring salon-quality hair treatments into people’s homes.
Fast forward five years, and it’s become a true game-changer in the beauty industry, proving that great hair doesn’t have to come with sky-high salon prices.
Like so many of us, Georgiana had a serious frizz problem. After her first keratin treatment, she loved the results but not the huge £300 price tag. ‘I realised I wasn’t the only one struggling with this,’ she says.
So, she set out to create an at-home keratin treatment that was easy to apply, effective, and affordable which is exactly how ANSWR’s first product, the At-Home Keratin Treatment, was born.
ANSWR At-Home Keratin Treatment
Formulated with special VeratinTech technology and a combination of gentle acids, the ANSWR At-Home Keratin Treatment smooths and seals the hair cuticle, tames frizz and enhances shine and softness for up to three months. It’s vegan and cruelty-free and free from nasties like formaldehyde, sulfates, parabens, silicones, and alcohols.
BUY NOW FOR £44.90It’s not often a beauty brand changes the game, especially in haircare. But, when the COVID pandemic struck and hair salons shut down overnight, people needed at-home alternatives more than ever.
What happened? ANSWR’s keratin treatment went viral, with orders flooding in. ‘We’d been selling around 1,000 units before COVID, all packed from my living room,” Georgiana recalls. “Then suddenly, we were getting hundreds of orders a day.’
Much like the adoptance of working from home, at-home treatments became the preferred way to go about haircare. More affordable, time-saving and just as effective, many of ANSWR’s customers now swear by the brand.
One customer, Fanoulla Heath, says: ‘I have thick, frizzy hair and have tried countless products. ANSWR’s keratin treatment is the only one that’s given me smooth, manageable hair for months. It’s life-changing!’
The brand hasn’t stopped at keratin treatments though. They also launched the Volumewave Heated Brush, a £79.90 hair tool that gives salon-style blowouts and curls.
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It was such a hit that it sold out five times in its first year, with 7,000 people on the waiting list.
ANSWR Volumewave Heated Brush
The ANSWR Volumewave Heated Brush is your ultimate tool for effortless volume and soft waves. Combining the benefits of a brush and a blow dryer it gives you natural, bouncy waves in minutes. The ceramic and nano-titanium brush provides even heat distribution, reducing frizz and damage while adding shine.
BUY NOW FOR £79.90A review left by customer Sue C said: ‘This is so easy to use and gives me the body that I want. It makes washing my hair easier because I know I can add style and volume after a rough blow dry.’
And Olga B said: ‘Very impressed with this brush. I watched the videos and whilst I don’t quite use it the same way, the results are amazing. I always used to have bad bed hair (despite a silk pillowcase) so this has been a marvel. Highly recommend.’
With ANSWR celebrating its fifth anniversary this year, it’s clear that this is only the beginning for the brand. ‘We’re just getting started,’ says Georgiana. ‘Our mission is to change the way people do beauty at home – and we’re not stopping anytime soon.’
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