frizz: a sign of hair aging

Frizz is much more than just an unwanted visual effect. For Miriam Quevedo, founder of the eponymous brand specialized in hair aging, it’s a true “wrinkle of the hair” that reveals the passage of time. This phenomenon intensifies in summer, when external factors like sun exposure, pool chlorine, and sea salt accelerate the natural aging process of both hair and scalp.

UV radiation can deeply damage the hair fiber. UVB rays affect the outer layer of the hair, leaving it exposed and unprotected, while UVA rays penetrate deeper, weakening its structure and causing loss of essential proteins.

UV radiation also silently affects the scalp by altering its cellular balance and disrupting the hair growth cycle. This leads to acid waste buildup in the hair fiber, changing its natural pH, interfering with color retention, and reducing the longevity of hair treatments.

Chlorine takes its toll as well; the hair loses moisture and essential oils, the cuticle opens, and internal hydration evaporates.

Saltwater has a direct impact on the hair fiber. Salt acts like a moisture magnet, absorbing natural water from the scalp and hair, leaving it dry, rough, and brittle. The cuticle weakens, shine fades, softness disappears, and the natural protective barrier is compromised.

The hair becomes harder to manage, with more tangles and breakage. In color-treated hair, sun and saltwater speed up color fading, dulling tones and reducing vibrancy.

the perfect anti-frizz equation for your hair

This summer, Miriam Quevedo presents an exclusive anti-frizz hair ritual that prevents moisture loss, seals the cuticle, and restores elasticity to the fiber — keeping your hair under control. TAKE NOTE!

⁰¹ lipid and exosome nutrition

Miriam Quevedo recommends her star duo, LUMINOUS SHAMPOO & CONDITIONER from the SUBLIME GOLD collection to revitalize hair from the root. Their formulas combine 24k Bioactive Gold, Wild Olive Tree Stem Cells, Vitamin D Nectar (rich in exosomes), Vegan Keratin, and the Vegan Shine Beautifier complex. Together, they repair, protect, and extend the follicle's life at the cellular level, fighting “hair wrinkles” and promoting hair longevity from within. The shampoo gently cleanses while protecting against aging, and the conditioner nourishes, detangles, and restores natural shine.

As a weekly ritual, the SUBLIME GOLD OPULENT TRANSFORMING MASK delivers a concentrated dose of intensive treatment. With 34 high-performance actives and Bio-Tech technology, it deeply nourishes the fiber, restores softness, and seals the cuticle, taming frizz even in the driest, most unruly hair.

 ⁰² smart hydration

To restore calm, hydration, and vitality to the hair and scalp during the summer, Miriam Quevedo recommends daily application —on dry or damp hair— of the GLACIAL WHITE CAVIAR HYDRA-PURE REJUVENATING MIST. This ultra-fine mist acts as an invisible shield against photoaging, extreme heat, and damage caused by frequent heat styling.

Perfect for daily use or after extended sun exposure, this lightweight formula offers an SOS reset for the scalp, restoring balance, hydration, and comfort. With Swiss glacier water, hyaluronic acid fractions, prebiotics, and white caviar, it delivers 24-hour hydration and rebalances the scalp microenvironment, soothing redness, flakiness, and sensitivity.

 ⁰³ repair and seal

When hair loses its ability to retain hydration, porosity, frizz, and dullness appear. To reverse this, Miriam Quevedo relies on her ultra-repairing precious oils that seal the cuticle, restore the lipid barrier, and transform hair texture from the very first application.

• Thick hair: SUBLIME GOLD NOURISHING OIL blends ten botanical oils (baobab, raspberry, rosehip, camellia, organic argan, olive, and Ayurvedic oils) with UV protection to instantly repair and soften, eliminating frizz and leaving sublime golden shine.

• Fine hair: GLACIAL WHITE CAVIAR PRECIOUS ELIXIR is an ultra-hydrating elixir with White Caviar Extract, Organic Baobab Oil, Camellia, and a cocktail of precious stones, offering antioxidant and thermal protection while enhancing natural shine — without weighing hair down.

 ⁰⁴ diamond shine

Frizz dulls any hair. Moisture loss leaves it dry and lifeless. For an intense summer shine, PLATINUM & DIAMONDS VOLUME LUXURIOUS DROPS is your best ally. Enriched with 9 precious biotechnological actives, this luxurious volumizing mist boosts long-lasting UV protection, provides continuous hydration, restores elasticity, and adds diamond-like shine.

anti-frizz tips by Miriam Quevedo

⁰¹ Cover your hair with hats or scarves on sunny days.

⁰² Rinse your hair with cold water to help seal the cuticle.

⁰³ Rinse with fresh water before and after swimming to minimize salt absorption and protect the fiber.

⁰⁴ Limit excessive heat tool use and always apply a thermal protector.

⁰⁵ Avoid rubbing your hair with a towel — it can break the fiber and increase static. Use a hair turban.

⁰⁶ Maintain a healthy lifestyle, including fresh seasonal fruit juices.

⁰⁷ Drink plenty of water or anti-inflammatory herbal infusions to stay hydrated.