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ACTIIV has been a mainstay in med spas and celebrity stylists’ kits since it went live a decade ago, founded by a former medical student who was experiencing premature hair thinning and wanted to address the issue using a holistic, science-backed approach.

Having become a go-to source of scalp-first hair health solutions — from thickening serums to dandruff shampoos — ACTIIV is venturing beyond the root, with the release of an all-new, three-step hair integrity system “designed to protect, REPAIIR, and maintain,” according to an official statement.

While the initial step, a targeted Processing Shield for pre-service chemical protection, is a professionals-only exclusive, haircare fanatics can experience the ACTIIV difference by shopping the other two components (the REPAIIR Bio-Enrich Hair Mask and the REPAIIR All-In-One Heat Protectant, that is) online today.

More good news: With our exclusive code WWD20, you can take 20 percent off your cart total at actiivbrand.com.

The launch is titled INTEGRITYrx, and rightfully so, given the fact that it aims to restore integrity to your tresses with the help of ACTIIV’s proprietary, multi-bond stabilization system: combined with technologies that work to strengthen strands on a cellular level, reintroduce shine and moisture after the stress of color treatments, and support fiber flexibility.

Meant to integrate seamlessly into your already-established routine, the REPAIIR Bio-Enrich Hair Mask is a fast-acting product that promises to dole out visible improvements to hair quality, in as little as three minutes. If you’ve been struggling with frizz, split ends, dryness, and breakage after years of dyeing your mane and subjecting it to hot tools, this is the antidote — clocking in at just $50 and being safe for use multiple times a week.

It doesn’t hurt that, like all of ACTIIV’s bestsellers, the mask is powered by a good-for-you ingredient list that includes coconut and sunflower oils for deep-seated hydration, antioxidant-rich green tea, and the brand’s BioREPAIIR Complex (the main driver of the new arrival’s repairing-and-healing action).

Can’t stay away from those hair dryers, thermal brushes, and straighteners? Consider the second part of ACTIIV’s much-anticipated drop — the All-In-One Heat Protectant — a nonnegotiable that’s worth taking advantage of the site’s handy “Subscribe & Save” feature for. This lightweight, non-greasy formula claims to “visibly improv[e] the look and feel of compromised hair” while boosting its softness and manageability.

For best results, spray the potent concoction onto your mid-lengths and ends after towel-drying, ease a comb through your hair to ensure uniform distribution, and only then proceed with your normal styling regimen. Here, a blend of botanical extracts takes center stage alongside ACTIIV’s aforementioned BioREPAIIR Complex: fortifying hair, increasing its sleekness, and mitigating the effects of prolonged heat exposure.

ACTIIV’s popular rollouts have always been steeped in science; now, it gets to share this methodology and expertise in the space (one that’s trusted by over 50,000 salons nationwide, we’ll have you know) with the average consumer. Instead of nullifying the need for regular salon visits, ACTIIV seeks to take proper hair maintenance past the styling chair — encouraging beauty gurus to think about the way they’re treating their locks every day of the year and not just during appointments.

“The service ends. The protection shouldn’t,” ACTIIV posits. We couldn’t have said it better ourselves.

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Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on must-shop releases in the haircare space.