By Jena Covello, Founder of Agent Nateur

For decades, the beauty industry has taught us to judge hair by how it looks immediately after using a product.

Smooth. Shiny. Soft.

But healthy hair - and hair that merely appears healthy - are often two very different things.

When I created holi (locks), I wanted to formulate a leave-in treatment that supported the integrity of the hair fiber itself rather than simply coating it with ingredients that temporarily mask damage. Every ingredient was selected with intention, from proteins and botanical oils to scalp-supportive actives and advanced hydration technologies. The result is a formula that helps support stronger, softer, healthier-looking hair without relying on silicones.

The Problem With Silicone-Dependent Hair Care

Silicones have become some of the most commonly used ingredients in modern hair care because they create immediate cosmetic benefits.

They can make hair feel smoother, reduce frizz, add shine, and improve detangling.

The issue is that many traditional silicones achieve these results by creating a film around the hair shaft.

Over time, this coating can:

• Mask signs of damage rather than address them

• Prevent moisture from fully penetrating the hair fiber

• Create buildup on the surface of the hair

• Weigh down fine hair

• Leave hair dependent on repeated applications to maintain softness and shine

Hair may feel incredible immediately after application, but underneath that coating, it can still be dehydrated, fragile, and compromised.

Silicones We Chose Not to Use

At Agent Nateur, we chose not to formulate holi (locks) with traditional silicones, including:

• Dimethicone

• Amodimethicone

• Cyclopentasiloxane

• Cyclohexasiloxane

• Silicone elastomers

These ingredients are commonly found in leave-in conditioners, anti-frizz treatments, heat protectants, and styling products.

"Instead of creating an artificial coating, we focused on ingredients that support hydration, strength, flexibility, and shine from within."

Not All Conditioning Ingredients Are Created Equal

holi (locks) contains Behentrimonium Methosulfate (BTMS), a gentle conditioning ingredient. We selected it because it helps reduce friction and breakage during brushing while allowing beneficial ingredients to be distributed throughout the hair. Our goal was performance without relying on heavy silicone coatings.

Five Ingredients We Love in holi (locks)

Hydrolyzed Silk

Silk proteins help support softness, elasticity, and shine while improving the feel of damaged hair.

Hydrolyzed Keratin

Hair is primarily composed of keratin proteins. Hydrolyzed keratin helps support weakened areas of the hair fiber and improve resilience.

Broccoli Seed Oil

Often referred to as nature's alternative to silicone, broccoli seed oil helps deliver shine and slip while allowing hair to maintain movement and flexibility.

Niacinamide

One of my favorite ingredients for scalp wellness, niacinamide helps support the scalp barrier and creates an optimal environment for healthy-looking hair.

Sodium Hyaluronate

A form of hyaluronic acid that helps attract and retain moisture within both the hair and scalp for improved hydration and flexibility.

Why Healthy Hair Starts With the Scalp

Many hair products focus exclusively on the hair shaft. I believe healthy hair begins at the scalp.

That's why holi (locks) combines ingredients that support both the condition of the hair fiber and the overall health of the scalp environment. A healthy scalp creates the foundation for healthier, stronger-looking hair over time.

What Makes holi (locks) Different?

Many products create an immediate transformation because they coat the hair with ingredients that temporarily smooth the surface. holi (locks) was designed to support the actual condition of the hair.

Our goal wasn't to create a temporary illusion. Our goal was to create a formula that helps hair feel healthier with continued use: softer, stronger, more resilient, more hydrated, and naturally shiny.

Not because it's coated. Because it's cared for.

The Future of Hair Care

At Agent Nateur, we believe beauty should never come at the expense of long-term health. The future of hair care isn't about masking damage—it's about supporting the health of the hair from the inside out. Because true luxury isn't the appearance of healthy hair. It's having healthy hair.