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The Benefits of Wheat Complex

Wheat protein has long been used in hair care products, but now the leading scientists in ACTIVE NATURALS^® at AVEENO^® have unlocked its true potential. AVEENO^® has identified an optimal blend of wheat – wheat protein + wheat germ oil – that preserves the naturally active benefits of the wheat and allows it to target damaged areas in hair.

The Science of Wheat Complex

When hair is damaged through coloring, blow drying, or perming, the bonds in the hair break and create a negative charge. The wheat protein in the Nourishing Wheat Complex has a naturally positive charge that is attracted to the negative charge. It then selectively targets and bonds to the most damaged parts of the hair. Formulas infused with the Nourishing Wheat Complex leave hair shinier, softer and healthier.