Hi BreadHead

Do you know what the very first product was that we formulated for BREAD? It was the first fragrance we nailed down, and our most awarded product ever (12 awards and counting). It's hair-wash <3

hair-wash has always been the ultimate 'BREAD' product.

Gentle enough for every day, strong enough to do the work. Makes hair feel silky soft, like you could glide through without even conditioning (what other shampoo does that?), and for the smell? Well, it had to be gourmand. From the jump, we wanted all BREAD products to smell edible. Freshly baked or served, sweet enough to be addictive, but not so strong that you don't enjoy the linger.

We knew the format was milky, and for me, there is nothing more addictive than the smell and taste of cereal milk. Lemon-y, vanilla, biscuit, and creamy. The kind of smell you want to bathe in (or douse your hair in).

The brief was so specific, so sure, that we nailed it after 1 round. It was absolute perfection on the first try, and it has stayed that way since we launched it in 2020.

Despite having my favorite scent (and some of yours too), and being a beloved member of the BREAD product family, hair-wash has never had her moment. That changes now.

We've been rolling out our #CerealMilkSummer campaign to celebrate the best smelling shampoo you'll ever use. If you haven't seen it yet - I'd encourage you to check it out on our instagram if you're partial to a giant, life sized cereal box.

And if you prefer regular sized cereal boxes, you can shop the cereal-set (complete with your very own keepsake BREAD cereal box) now available, but for a very limited time.

I hope you're having an amazing summer, and that your hair smells like vanilla and happiness.

Maeva xx

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