Behind the Science of Insta-WOW: The Next Generation of Dry Shampoo
Searching for a dry shampoo that doesn’t leave your hair feeling gritty, weighed down and littered with white, powdery residue?
How about a dry shampoo that doesn’t just mask oil but actually delivers shampoo-grade results, leaving your hair feeling silky, soft and freshly washed?
Meet Insta-WOW Advanced Dry Shampoo – the latest mic drop formula developed by our award-winning in-house Color Wow Lab.
Powered by real cleansing technology
Most dry shampoos sit on top of oil. Insta-WOW dissolves the oil into micro-droplets (just like a real shampoo), while ultra-fine, high-performance starches absorb it, give it a slip factor, and make it easy for oils to be brushed out of the hair.
1. Insta-WOW cleans like wash day: Removes up to 95%* of sebum (oil) in one use.
2. Best dry shampoo for dark & colour-treated hair: No grit, no residue, and colour looks light, bright and glossy again.
*Independent lab test
The Mic Drop Moment That Was a Long Time Coming
After 10 years of R&D, the geniuses in our Color Wow Lab finally cracked the code.
According to chief chemist Dr. Joe Cincotta:
Our analysis showed we needed to develop a new, synergistic combination of ingredients that could actually provide ‘active cleansing’ rather than just masking oil.
The result was a ‘wet shampoo-like’ clean without leaving behind any unwanted residue, discolouration or dryness.”
The Problem with Typical Dry Shampoos
If you’ve used dry shampoo before, chances are you’ve wondered "why does my hair feel MORE dirty after dry shampoo??"
You know the feeling – gritty texture, powdery residues, itchy and dry scalp, gunky buildup, lackluster strands.
Most dry shampoos can make the appearance of greasy hair disappear, but they do nothing to help your hair feel clean. That’s because most dry shampoos use low-quality starches and powders that sit on top of oils to mask the appearance of greasy hair, which results in that familiar gritty, chalky feeling.
This buildup can result in:
- Not being able to go as long between wash days
- Discolouration of hair (whitening or greying effect, especially on darker hair)
- Dry, itchy, flakey scalp
- Clogged hair follicles
- Undesirable odour
- Hair that looks dull, dry and lifeless
WHAT MAKES INSTA-WOW A MIC DROP MOMENT IN DRY SHAMPOOS?
BREAKTHROUGH ACTIVE CLEANSING TECHNOLOGY
While most dry shampoos work by sitting on top of and masking oils, Insta-WOW actually mimics real shampoo functionality to break down oils and lift them away.
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Shampoo-grade cleanser – A mild glucoside surfactant (same ingredient found in real shampoos) breaks up large oil deposits into micro-droplets, just like a real wet-lathering shampoo would. This helps loosen oils trapped against the scalp and helps prepare oil for absorption and removal.
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Ultra-fine, high-performance starches – These microfine rice starches are highly porous and crosslinked, which allows for a more even distribution and instant oil absorption without the clumping. They also add slip so that once the oils are absorbed, they slide right off the hair when brushed, leaving virtually no residues behind.
This breakthrough technology leaves hair silky, soft, smooth, as well as visibly and physically refreshed… as if freshly washed!
Participants in clinical trial** saw dramatic results after one use:
- 100% said hair felt clean after one use
- 100% said reduces the appearance of oil/sebum on the scalp
- 95% said they would recommend it
**Invivo clinical study. Results of subjective self-evaluation of 22 volunteers.
NON-DULLING, LESS WHITENING
Our ultra-fine starches aren’t just exceptional for their absorption abilities. Their microfine makeup is also the reason why Insta-WOW is non-dulling and less whitening.
In an independent lab test, Insta-WOW showed virtually no white residues compared to top competitors that left behind heavy discolouration.
ADDRESSES ROOT CAUSES OF GREASY HAIR
Insta-WOW doesn’t just deliver a shampoo-like clean. It also helps keep your hair grease-free for longer, so you can easily stretch time between wash days.
1. Promotes balanced scalp microbiome
A healthy scalp microbiome is key to regulating oil production. When the microbiome is thrown off, the scalp can overcompensate by producing more oil.
Insta-WOW uses a blend of lotus flowers and amino acid-based ingredients to rebalance the scalp’s microbiome to help prevent sebum over-production.
Meaning? Fewer greasy roots and longer time between wash days.
2. Provides anti-pollution protection
When hair is dirty, it’s more likely to attract pollutants from the environment that make hair appear even dirtier.
Insta-WOW not only keeps hair clean, but it also contains two ingredients that have an anti-pollution effect, minimising the adherence of pollution to hair’s surface.
3. Won’t build up
No gritty texture, no clumping, no powdery residues. Unlike traditional dry shampoos, Insta-WOW is designed to soak up oils then brush completely out.
The result? Hair that looks and feels silky, soft and freshly washed.
4. Helps prevent odour absorption
Oil and buildup on the scalp and strands can trap smells from your environment (think sweat, smoke, food, pollution), making hair feel even less fresh.
Insta-WOW not only contains a deodorising agent to help prevent odour absorption but also delivers a crisp, bright scent that’ll keep you feeling fresh.
WHY CHOOSE INSTA-WOW?
If you’re sick of gritty, chalky texture…
If you’re tired of heavy, white, powdery residues…
If you can’t stand the feel of dirty hair…
Then you need Insta-WOW Advanced Dry Shampoo.
With 10 years of R&D behind this first-of-its-kind formula, you’re finally getting a dry shampoo that actually lives up to its name.
- No heavy, clumpy, gritty powders that only mask the problem.
- You’re getting next-generation cleansing tech for shampoo-grade results.
Because we don't do meh... we do mic drops.
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Read more about other Color Wow product innovations:
- Introducing Dreaming: Our Advanced Hair Repair & Resurfacing Treatment
- Behind the Science of Texas Hold ‘Em Strong Hold Hairspray
- What is Money Mist and Why Is It So Revolutionary?
Not sure where to start on your Color Wow hair journey? Take our 60-second hair quiz to discover the perfect personalised routine for your hair type.
