OGX Launches Ionic Frizz Repair Haircare Line at Major U.S. Retailers on November 1
OGX, the haircare brand owned by Kenvue, has introduced Ionic Frizz Repair, a sulfate-free collection built around what it calls Ionic Ceramide Technology. The shampoo, conditioner and hair lamination mask launch at major retailers starting November 1, 2026; pricing was not disclosed.
Key facts
- Launch
- November 1, 2026 at major U.S. retailers (per OGX)
- Price
- Not announced (OGX says "at an accessible price")
- First wave
- Shampoo, Conditioner, Hair Lamination Mask
- Later this winter
- Leave-In W.H.I.P. Treatment, Flyaway Wand, Night Repair Serum
- Claims
- Heat protection up to 450°F, 72-hour humidity resistance, +80% shine, 55% less breakage (clinical study ongoing)
In its October 29 announcement, OGX says Ionic Frizz Repair "launches at major retailers starting November 1, 2026." The initial lineup is a Shampoo, a Conditioner and a Hair Lamination Mask, with a Leave-In W.H.I.P. Treatment, a Flyaway Wand and a Night Repair Serum to follow later this winter. OGX describes the pricing only as accessible, and no shelf prices are given in the release.
The brand positions the line as an answer to frizz, which it calls the number one cosmetic concern in haircare. The formulas use what OGX names Ionic Ceramide Technology, which it says delivers heat protection up to 450°F and 72-hour humidity resistance.
OGX also cites an 80% increase in shine and 55% less breakage, noting that the clinical study is ongoing. The products are described as sulfate-free and color-safe.
Prices and store-by-store availability were not published in the announcement; this article lists only what OGX stated.
Per OGX (Kenvue) announcement
| Item | Detail |
|---|---|
| Launch date | November 1, 2026 |
| Channel | Major retailers (U.S.) |
| Products at launch | Shampoo, Conditioner, Hair Lamination Mask |
| Coming later this winter | Leave-In W.H.I.P. Treatment, Flyaway Wand, Night Repair Serum |
| Technology | Ionic Ceramide Technology |
| Heat protection | Up to 450°F |
| Humidity resistance | 72 hours |
| Price | Not announced |
Check price & availability
- OGX Ionic Frizz Repair Shampoo
- OGX Ionic Frizz Repair Conditioner
- OGX Ionic Frizz Repair Hair Lamination Mask
Store links open a search on each shop. Prices and stock change; check the shop before you buy.
Facts in this story come from the announcement above. Figures not stated there are marked as not announced.
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