Dry, frizzy hair isn’t just a surface issue — it’s a sign that your hair is searching for balance.

Just like the rest of your body, your hair is constantly trying to maintain a healthy, hydrated state. On a cellular level, this is similar to osmosis, where moisture naturally moves in and out of cells to keep things balanced.

When hair becomes dry, it behaves the same way.

Why dry hair gets frizzy

Dry hair strands act like tiny antennae, searching their environment for moisture. This is why you may notice your hair becomes frizzier in humid climates — the hair is pulling moisture from the air in an attempt to rehydrate itself.

Frizz isn’t the problem.

It’s the signal.

 

What causes hair to lose moisture?

Some people are genetically predisposed to drier hair types. But more often than not, dryness is created over time through how we treat our hair.

Each time you:

• Heat style

• Highlight or colour

• Chemically alter the hair

…the internal bonds of the hair must be broken to change its shape or colour. With repeated exposure, the hair structure weakens and becomes less able to retain moisture.

This loss of moisture leads to:

• Reduced elasticity

• A coarse or straw-like texture

• Brittleness and breakage

• Hair that feels dry no matter how much conditioner you use

The cycle that keeps dry hair stuck:

Here’s where many people get trapped.

Coarse, dry hair often feels better when:

• High-heat styling tools are used

• Silicone-based serums are applied

Silicones create a temporary silky, smooth feel, masking the rough texture underneath. Heat smooths the cuticle artificially.

But this relief is superficial.

Over time:

• Higher heat is needed to achieve the same result

• The cuticle becomes more damaged

• More moisture escapes

• Silicone buildup creates a barrier that prevents true nourishment

The result?

Hair that feels drier, weaker and more brittle than before — even though you’re “doing everything right”.

Why I created the Youthful range

I created the Youthful range with my clients in mind — particularly those whose biggest frustration wasn’t damage, but manageability.

Many of my clients with dry, coarse hair:

• Avoided washing their hair because styling took hours

• Needed intense heat just to smooth it enough for a ponytail

• Relied on silicone serums to make their hair feel “nice”

Over time, I could see and feel the buildup in their hair — especially when colouring it. When hair colour reacts with silicone, it can generate heat during the colouring process, which further damages the hair fibre.

I knew there had to be a better way.

How the Youthful range works (without silicone)

Every ROBE product is silicone-free — including the Youthful range.

Instead of coating the hair, Youthful is formulated with sea moss, a beautiful natural conditioner and detangler that can be absorbed into the hair shaft, rather than sitting on the outside.

This allows the hair to:

• Feel genuinely soft and supple

• Move more freely

• Hold onto hydration

• Become easier to style naturally

When hair is pliable and nourished from within, it requires:

• Less heat

• Lower styling temperatures

• Less time and effort to achieve a polished result

This is what “youthful” hair really means:

soft, flexible, resilient hair that moves easily and styles effortlessly — regardless of age.

 

My professional tips for dry, coarse, frizz-prone hair

1. Avoid silicone-based products

Silicones can mask dryness while making the underlying problem worse.

Use the Youthful Shampoo and Conditioner, and leave the conditioner on for 1–2 minutes before rinsing to allow deeper nourishment.

2. Apply leave-in products on damp hair

Apply the ROBE Leave-In Treatment while hair is still damp.

When hair is wet, the cuticle bonds are more open — allowing hydration to penetrate more deeply and be retained more effectively.

3. Transition away from silicone serums

If you’re used to silicone oils, the transition matters.

  The ROBE Elixir (launching March) has been designed specifically for dry, coarse hair as a silicone-free alternative. Until then, the Youthful range, Leave-In Treatment and Sleek + Treat will nourish and smooth without buildup.

 

4. Be gentle when drying

Use a soft cotton t-shirt instead of a towel to gently blot excess water. Traditional towels can roughen the cuticle and increase frizz.

Try to include days where you:

• Air-dry naturally

• Opt for a slick-back look using Leave-In Treatment and Sleek + Treat

This gives your hair regular breaks from heat.

5. Use the right tools

Use the ROBE comb to distribute conditioner and leave-in treatments evenly.

It’s designed to:

• Smooth frizz and flyaways

• Avoid tension and breakage

• Help hair settle into a natural, smoother form

Avoid scrunching unless you’re enhancing natural curl.

The takeaway

Dry, frizzy hair isn’t misbehaving — it’s communicating.

When you stop masking the symptoms and start restoring what the hair is missing, texture changes naturally. Hair becomes softer, easier to manage, and more resilient over time.

That’s exactly what the Youthful range was created to do.