Sofnfree unveils new hyaluronic scalp care line
The launch took place through an immersive event at Shepstone Gardens in Mountain View, Johannesburg.
SOUTH AFRICA – Hair care brand Sofnfree has introduced its hyaluronic care range, putting scalp health at the centre of its new haircare message.
The event combined beauty education, product discovery and wellness under a spring-inspired dress code.
The Sofnfree Hyaluronic Care Range comprises a shampoo, conditioner, refresher spray, scalp serum and hair wipes.
According to the brand, it wanted to offer products that can be incorporated into existing routines, recognising that consumers may combine items from different brands and follow different rituals based on their hair needs.
The shampoo and conditioner were formulated for a broad range of users and may be used on children, although Sofnfree does not recommend the products for babies.
The lightweight refresher spray is intended for varied styles and textures, including braids, relaxed hair and afros; Sofnfree says its research and development process tested the innovation across different hair types for the South African market.
Hair wipes are the range’s most distinctive product and remain relatively uncommon in the local market, according to Sofnfree.
The brand positions them as a convenient option for removing styling-gel residue, particularly around the edges, or refreshing hair beneath wigs, extending the familiar skincare practice of cleansing away makeup to haircare.
Sofnfree South Africa Marketing Manager Lerato Selepe Tikwayo said the range was developed in response to increasing public conversations about scalp health. The brand views scalp care as comparable to skincare: a regular part of a care routine rather than an issue addressed only when problems arise.
The range’s central proposition is that healthier haircare begins at the scalp, before styling.
By pairing product education with a wellness-focused launch, Sofnfree presented scalp care as a consistent and personal ritual rather than merely a technical haircare step.
During the launch, guests attended a Scalp Science Round Table focused on why scalp health matters, followed by a hands-on session with the new Sofnfree products.
The programme also included The Ritual: Sound Bath, reinforcing the brand’s aim to connect haircare with rest, self-care and consistent personal rituals.
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