Skip to main content

Ashland - Local Town Pages

The b.LUXE beauty beat Idea to Execution: Starting our own beauty brand

By Gina Woelfel
b.LUXE is thrilled to announce the launch of our first ever beauty product! We took our idea (and a leap of faith) for a much-needed hair treatment and made it a reality.
Enter b.LUXE BEFORE Oil!
We dreamt of creating our own retail brand for a long time. Our hair salon carries some of the most well-made and targeted hair and skin care products in the industry. So while we weren’t lacking in luxury products, we did see a niche in the market that wasn’t filled. Most products get to work after you shampoo and condition, but we believe hair protection starts before you cleanse. 
b.LUXE BEFORE Oil, is a preventative, pre-shampoo, treatment oil that’s designed to be your first line of defense against hair damage. It’s made with organic sunflower and prickly pear oil and our powerhouse ingredient - broccoli seed oil, an essential element that protects like nothing you’ve ever used before!
Hair is porous and can be easily stripped of its moisture and vitality. Even the best shampoos that are formulated to remove oil, dirt and buildup can, sometimes, rob hair of bounce and shine.  Here’s where we felt our industry was lacking. 
A few summers ago, we were researching a blog post about blonde hair and how copper found in hard water reacts with the chlorine from swimming pools. Your hair takes in whatever it comes in contact with and when copper is absorbed into your hair, the chemical reaction with chlorine can give your hair a greenish hue. We learned that by applying a thin coat of olive oil to your hair before swimming, it creates a barrier that blocks chemicals and hard metals from being absorbed. This research inspired us to create a more preventative oil, packed with nutrients to protect your hair and support scalp health. 
Using our BEFORE Oil, pre-shampoo,  allows you to wash and clean your hair without drying it out or stripping away sebum, the natural oil your scalp produces to lubricate the hair follicle. Our BEFORE Oil penetrates the hair shaft and scalp, depositing just the right amount of hydration to keep hair smooth, healthy and well protected. 
BEFORE Oil also feeds your hair AND scalp the nutrition it needs! Broccoli seed oil (BSO), is rich in calming antioxidants, like vitamin A, a key component to all cell growth. Chemically derived vitamin A has a reputation for being irritating. The natural version in broccoli seed oil is anything but! In fact, the BSO in our BEFORE OIL can deliver many of the same benefits a topical retinol cream can, like accelerated cell turnover, minus the irritation. With its collagen-boosting benefits, it’s one veggie you’ll never avoid again! It has a huge 62.5% Omega-9 content and is gentle, hydrating and easily absorbed into your scalp and hair shaft. As an antioxidant, vitamin A neutralizes free radicals, the pollution particles created by industrial emissions that can harm skin cells (and remember, your scalp is your skin)! Broccoli seed oil’s essential fatty acids deliver intense hydration without clogging pores and has been shown to help calm inflammatory scalp conditions like eczema, dandruff and dry skin.
Right now, while supplies last, we’re offering a 2 ounce trial size for just $39. That’s 30 shampoos! Once these samples are gone, they’re gone! And for those of you who would like to try before you buy, grab a single shampoo BEFORE Oil sample at our Medway studio.  Our new 1 oz. packaging will be available this June/2022. 


We can’t wait for you to try our new BEFORE Oil. This endeavor was two years in the making and to finally be able to bring our new product to you is a dream come true! 
And let’s not forget, this month is Mother’s Day and, of course, we’ve got something special for Mom!

Check out our May Specials, available online and in-studio!